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Wednesday, April 22 • 11:25am - 11:45am
Hashtag Campaigning: Using Hashtags to Promote a Social Media Campaign

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This research paper focuses on the influence hashtags have on social media campaigns; specifically, the Truth campaign’s use of the #LeftSwipeDat to end teen smoking. This study will analyze what significance hashtags have on social media audiences and if hashtags make a significant difference in marketing. The use of hashtags as a marketing tool is rapidly growing on social media. However, using hashtags successfully in a marketing context can be challenging. This paper will also look at what makes hashtags effective and successful. Using data collected from following the hashtag #LeftSwipeDat on Facebook and Twitter, this paper analyzes the overall trends and sentiments based on user feedback. Data was gathered and statistics were organized through Hootsuite over the time period of six weeks. This study broadens the ability for companies to understand the impact of a hashtag within their fan base.


Wednesday April 22, 2015 11:25am - 11:45am PDT
012 Karpen Hall

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