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A Twitter Sponsored Hashtag That Didn't Work So Well

BY Nick Judd | Wednesday, September 5 2012

One of Twitter's new products, sponsored hashtags, places the tag of a customer's choice among the list of trending topics that users see when they access the social network through the web. So clients — like Americans for Prosperity — can pick a topic and invite people to join in.

From there, it appears, things can get unpredictable:

As AdWeek notes, Republican groups are investing in Twitter ads to make a dent in the conversation around the Democratic National Convention. And these hashtags are paired with sponsored tweets that appear at the top of each Twitter stream. But on Americans for Prosperity's latest topic, at least, the conversation appears to be going in the opposite direction.