When the Tide Backfires: A Critical Review of Hashtag Usage for Organisational Communication
摘要
Since its debut in a 2007 tweet by Chris Messina, the hashtag symbol has gained popularity among social media users. Although the hashtag euphoria began on X (previously Twitter), it has since spread to most social media platforms, including Facebook, TikTok, Instagram, and others. Individuals, groups, communities, and organisations have joined the trending hashtag symbol frenzy to invisibly reach out to more social media users. Thus, organisations can now reach out to many clients and potential clients using these quick, cheap, and simple-to-use hashtags. However, not everything is rosy for communications managers who use these ever- evolving symbols which are not as innocent as one might think. Previous studies highlight some of the challenges that organisations face and must deal with regularly and these are #Manipulation, #Poisoning, and #Hijacking. The chapter examines hashtag risks to organisational communication through textual analysis of available literature. The argument is that using hashtags to improve corporate standing is risky.