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Industry Insight

Hashtag Takeover

“I’m not one to make threats,

By Richard Romano
Published: January 14, 2013

“I’m not one to make threats, but there will be a letter about this in the Times tomorrow.” —Groucho Marx, to gangster Alky Briggs in Monkey Business
That was 1931. Today, though, rather than pen a letter to a newspaper editor, Groucho would likely have threatened a “hashtag takeover,” perhaps best exemplified by the recent #paperless2013 contretemps. Our friend Mr. Tree (if that is his name) lays out the mechanics of a hashtag takeover and how it has been used to help—virally—combat the “Go Paperless in 2013” campaign. Now if only Groucho were still alive—he’d certainly be worth following on Twitter.

Please offer your feedback to Richard. He can be reached at richard@whattheythink.com.



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