#AmazingUSPS hashtag goes awry after video of package being thrown goes viral


The No. 1 item on Reddit Tuesday afternoon involved a concerted effort to overtake the hashtag, which is a promotion for the new movie ‘The Amazing Spider-Man 2.’

By Matt Wilson | Posted: March 25, 2014
About an hour after Reddit user alientity posted a video of a U.S. Postal Service employee throwing a package against a garage door and driving away, Redditor marwynn offered this idea:

“Have you tweeted USPS? They’re running their #AmazingUSPS thing now (Spider-Man related) and this would be a great way to get your concerns heard. This is unacceptable.”

And just like that, the #AmazingUSPS hashtag stopped being about the new movie “The Amazing Spider-Man 2” and the U.S. Postal Service’s “speed, agility, and reliability.” It became a stream of links to that video, such as this one:

And this one:

Virtually every tweet using the hashtag starting around midday Tuesday links to the video. The original Reddit post with the link to the video was the site’s No. 1 item Tuesday afternoon, with more than 11,000 upvotes.

Many of the tweets that link to the video are directed at the official @USPS account, and the account has replied to a few of them, though all it has said so far is that the Postal Service is in the process of confirming that the driver in the video is one of its employees.

[RELATED: Our one-day boot camp will whip your social media into shape! Hear how to build a loyal audience, increase media coverage, and inspire your employees.]

Remember, social media managers: Hashtags are not yours to control.

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