Using hashtags as strategic objects

Hashtags as a way to call out a particular sentiment or be associated with a trending story on Twitter have been around for a while. Now they've expanded to other platforms, including Google+ and Instagram. With this evolution, brands are leveraging hashtags as a strategic tool to unify campaigns and connect with customers, says Paul Dunay in his Social Media Darwinism blog. Dunay offers several examples of how this is being done and a number of best-practice tips to help marketers transform conversations into engagement tools for existing customers while driving awareness to those customers' networks.

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