If you have been reading this blog for any length of time, you know that I approach hashtag campaigns very cautiously, as I have talked about here and here. But recently I have started to rethink the utility of hashtag campaigns, primarily in the area of raising awareness.
There is plenty of data to support the statement that hashtags work. I wrote about some of that data here. As I noted in that post, even Twitter itself has data to show that hashtags increase engagement for both individuals and brands. As my colleague Mark pointed out last week, it makes more sense to jump on an existing hashtag than try and start your own one. Read more