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Hashtag Takeover

By on January 14th, 2013

“I’m not one to make threats, but there will be a letter about this in the Times tomorrow.” —Groucho Marx, to gangster Alky Briggs in Monkey Business

That was 1931. Today, though, rather than pen a letter to a newspaper editor, Groucho would likely have threatened a “hashtag takeover,” perhaps best exemplified by the recent #paperless2013 contretemps. Our friend Mr. Tree (if that is his name) lays out the mechanics of a hashtag takeover and how it has been used to help—virally—combat the “Go Paperless in 2013” campaign. Now if only Groucho were still alive—he’d certainly be worth following on Twitter.