The recent increase in popularity of the use of hashtags on Twitter (used as a way of creating groupings for Tweets based on keywords), has given rise to an increase in the use of hashtags for ‘spam’.
Not limited to the domain of the stereotypical spammer, we have seen significant numbers of reputable brands falling prey to the attraction of hashtags, only to be shot down and their attempts labeled as spam.
One of the most recent high profile examples was Habitat’s less than thoughtful use of trending hashtags to gain following and exposure on Twitter, even using hashtags related to the Iran election to gain coverage. Not a clever move, and one which left Habitat reeling from the criticism and #habitatfail comments that flooded the Tweetsphere.
So, if a brand as respectable as Habitat can be so unethical in its use of hashtags, it is no wonder that a recent NMA poll showed that 61% of us feel that Twitter competitions by brands which ask users to retweet hashtags are just spam.
So, before you launch a competition on Twitter using hashtags, think again…
Jocelyn Kirby
Marketing & Business Development Manager
@jocelynkirby
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