How to choose the right hashtag for your marketing campaign

Used the right way, a Twitter hashtag can be an extremely effective marketing tool. It’s a good way to make your campaign accessible and it makes the users of the hashtag feel part of a community, even if its temporary. 

Of course, this has the potential to backfire spectacularly, as McDonald’s found out when customers used its #McDStories hashtag to post stories of their horrible experiences with the chain. Or when upscale UK supermarket chain Waitrose tried to get fans to tweet under the #WaitroseReasons hashtag and the promotion got hijacked by people lampooning its posh image.

Either way, here’s a helpful flowchart from Twitter that should help guide your hashtag creative process to make a more effective, shareable marketing campaign. 


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