Marketing to the #comicsmarket: How to Avoid Hashtag Hazards
Hashtags. They’re a necessity for marketing on social media, but for corporations, their use is a path dotted with pitfalls. In the democratic environment of Twitter, users are sensitive to being manipulated and pandered to for corporate gain, and a “hashtag fail” can result in viral public embarrassment for a company. This is particularly unstable ground for comics publishers, since comics readers have long formed strong online communities and are particularly savvy to corporate attempts to infiltrate those spaces.