When a hashtag trends on Twitter, marketers and social media pros rack their brains thinking of ways to sneak in a mention of their brand.
Is there a tweet we could offer, they ask, for #PenguinAwarenessDay or #CareerEndingTwitterTypos (“a child slaughter is music to my ears“)?
This week it probably looked like a cinch when the capricious and inscrutable gods of Twitter elevated #HowIStaySaneInMyWorkspace. After all, any lowly employee who has ever filled in a spreadsheet, stocked pantyhose on a store shelf or thawed frozen plumbing with a blowtorch can make a joke about work.
So how come some organizations looked so clever while others came across like the guy passing out Amway flyers at a block party?