Related phrase: social media backscatter, when everyone is talking *about* a breaking news item or post or something but nobody is actually referencing it directly. Happens more on bird site than on here, thankfully.
@starkatt Though it /did/ happen on here recently /about/ birdsite. But yeah, not quite as often. :-)
@starkatt social media wavefunction collapse: when two posts by different people appear to be unrelated to each other until you actually read about the thing they're about, after which you become aware