ArchiveApril 2022

How Brands Handle Hashtag Harassment

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It took Dollar General less than a week to fire Mary Gundel. A store manager in Tampa, Florida Gundel was earning $50,000 a year, according to the New York Times, and had received an award for her hard work and dedication just months earlier. What moved her from a “Top 5%” Dollar General employee to a Lyft and Uber driver was a series of posts that Gundel made on TikTok. At the end of March, she...

When Social Media Users Steal Your Marketing Campaign

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In May 2017, Walkers, a British potato chip brand, launched a social media campaign. Fronted by retired soccer player and television personality Gary Lineker, the company invited people to publish their selfies on Twitter with the hashtag #WalkersWave. The selfies would be automatically incorporated into a frame held up by Lineker in a video that also showed a Mexican wave in a soccer stadium. A...

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