Many incident-based campaigns will create a hashtag to promote their fabricated event. Creating a hashtag for an incident can have two important effects:
- Create a perception of reality around an event. Certainly only "real" events would be discussed in a hashtag. After all, the event has a name!
- Publicize the story more widely through trending lists and search behavior
Asset needed to direct/control/manage "conversation" connected to launching new incident/campaign with new hashtag for applicable social media sites ie: Twitter, LinkedIn)
- #ColumbianChemicals to promote a fake story about a chemical spill in Louisiana.