There’s no question that there’s a high level of excitement among PR pros when it comes to using Twitter to get out a message—whether it be for a brand, a movement or a cause. The thought of writing a compelling post in 140 characters coupled with the possibility of reaching engagement numbers never dreamed of is surely enticing. However, often overlooked in forming Twitter strategies is the hashtag—those short words/phrases preceded by the “#” sign that can mean the difference between some decent engagement and a huge viral success. Recently, hashtags have been used to rally support for or against hot-button issues, like the use of “pink slime” by the meat industry; rallying the public around the Trayvon Martin tragedy; and voicing opinions on the R-rating for the documentary film Bully (see the table for analysis of these hashtags and more). Making Hot-Button Issues Sizzle: 4 Hashtags That Worked Hashtag Mentions: tweets + retweets (tracking period, 2012) PR Objective Effective Use of Hashtag #pinkslime 15,608 (Feb.
#pinkslime in the Spotlight: Hashtags Take Center Stage
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