Yesterday, the Washington Redskins organization asked their fans to tweet @SenatorReid using the hashtag “#RedskinsPride” to tell him what the team meant to them. There are now numerous examples of how firms should let hashtag campaigns develop organically rather than try to encourage a conversation over which they have no control. However, the Redskins organization decided to ignore common sense, and the results were predictable.
The chart below tracks the hourly Twitter mentions of “#RedskinsPride” on its primary axis, and the hourly sentiment of all tweets containing the hashtag on its secondary axis (The sentiment is indexed from 1-100, with 100 being the most positive).
While the chart provides a nice overall view of what happened yesterday, it is interesting to see how the hashtag campaign evolved over time and geography. The table below describes the evolution:
We should note that while a lot of the tweets came from outside of the Metropolitan DC area, even the tweets originating from DC, VA, and MD tended to be more negative than positive.
Manish Tripathi & Mike Lewis, Emory University 2014.