It's like politics - a smart opportunist politician looking for earned media can go out there and rant about whatever the topic du jour is and get quotes retweeted, shared, etc. I can go on any assorted forum on here and say something I know will be popular and boost my numbers. Heck, go to the Politics forum and rant about Obama to boost your numbers. Post very little BUT very popular and your ratio will be affected greatly. Not a very scientific methodology.