What happens when the hashtag gets hijacked
Many company’s have discovered that using hashtags effectively can put Twitter and social media campaigns over the top. But what happens when a hashtag campaign backfires?
An attempt to launch a Twitter campaign in the midst of a bitter strike affecting thousands of passengers did backfire for Qantas.
The company hoped to generate some positive PR with a post asking followers to suggest their dream in-flight experience using the hashtag #qantasluxury. But Qantas didn’t count on angry customers hijacking the Twitter competition to vent their frustrations with the airline.
McDonald’s launched a Twitter campaign using the hashtag #McDStories – it was hoping that the hashtag would inspire heart-warming stories about Happy Meals. Instead, it attracted snarky tweeps – some sample tweets:
Such behaviour led to the term “bashtag” being coined to describe situations in which a corporate Twitter hashtag is used to criticize the company.
Be careful when creating hashtag campaigns – it may unleash unintended negative consequences for the brand.
Short URL & title:
Twitter hashtag campaign backfires by unhappy customers — https://www.torbenrick.eu/t/r/jwp
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