The use of Twitter hashtags to focus social conversations around your brand on a particular topic can yield big results in terms of brand awareness or sales, writes Matt Silvers. He cites an Audi hashtag that garnered 100 million impressions with a promoted trend campaign centered on its R8 luxury vehicle. Hashtags also allow brands to engage with followers through promotions and giveaways or to retweet fan photos, Silvers writes.

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