Hashtags as Brand Engagement Tools

Posted on by Denise Lee Yohn (Forbes.com)

brand engagementThere’s confusion in brand engagement over the use of hashtags. Their use can be meaningless if the brand isn’t affected in a positive way.

This author lays out several case studies from the Super Bowl by Avocados from Mexico and Nationwide Insurance that were missed opportunities and one from Coca-Cola that worked. She explains how marketers can achieve more positive results with hashtag marketing. We also learn what to do, and not to do, through her detailed case studies.

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