Romney Campaign Promoted Tweet Appearing On Critical #RomneyStrength Hashtag

Have you checked out the #RomneyStrength hashtag on Twitter yet? If you have, you’ll know it’s mostly sarcastic comments about the Republican presidential candidate, mocking a news story about a Romney advisor who essentially said the attack in Libya would never have happened if Romney were president.

It looks like the Romney campaign hasn’t noticed this Twitter meme, though, or at least not looked at it very closely, because the campaign has purchased a promoted tweet that appears when you search for the hashtag.

It’s not clear whether the campaign specifically targeted #romneystrength or just anything including #romney. By publication time, the Romney promoted tweet was still appearing against the hashtag, but at times, one for Retargeter.com supplanted it.

The oddly-placed promoted tweet — noticed and pointed out by Twitter users — highlights the need for marketers to keep a close eye on quick-moving social media trends, to prevent inadvertent juxtapositions.

Related Topics: Channel: Social Media Marketing | Twitter: Advertising

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About The Author: is executive features editor of Marketing Land and Search Engine Land. She’s a well-respected authority on digital marketing, having reported on, written about and worked in digital media and marketing for more than 10 years. She is a previous managing editor of ClickZ and has worked on the other side of digital publishing, helping independent publishers monetize their sites in her work at Federated Media Publishing.

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  • http://www.pixelrage.net Pixelrage

    It’s time Romney put his funds back in the US from the Cayman Islands

  • Matt McGee

    If the critical hashtag existed before the Promoted Tweet, it’s smart for them to advertise on it. Isn’t that one of the basics of social media marketing? When people are being critical of your brand, you try to make sure your voice is part of the conversation, too. There’s no way for them respond to the avalanche of critical tweets, so a Promoted Tweet is the best way to have your message be seen. I would hope and expect that the Obama campaign would do the same if conservatives created a hashtag to criticize him.

    On the other hand, if the Romney campaign created the hashtag and then liberals hijacked it with criticisms … well, that’s life in social media marketing. :-)

  • SamR

    It’s smart to advertise on a critical hastag, thereby directing mainstream media attention to it, so his “voice” can be “part of the conversation?” By that logic, it’d be smart for Mitt to advertise in The American Prospect, and Obama to buy ads on Fox News.

  • Matt McGee

    Apples and oranges, Sam, sorry. You’re comparing biased single-channel sources with specific editorial viewpoints to a worldwide, open, unbiased and non-editorial social network.

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