There’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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