By getting in on the action.
📈'Feminism' is defined as "the belief that men and women should have equal rights and opportunities." https://t.co/Zjf7CAPUjL— Merriam-Webster (@MerriamWebster) February 23, 2017
That tweet went viral with thousands of retweets and articles that were tweeted, like the tweet leading to an article in The Independent.
IIRC, a couple of weeks ago, a dictionary posted another viral tweet at the expense of someone else in Trumpland. These tweets may draw attention, but do they boost business in some way? I'm skeptical.