Your company's Twitter strategy probably includes hashtags—words and phrases preceded by the # symbol—that enable users who don't follow each other to join the discussion. But what about "promoted" tweets that reach potential customers who don't already follow you? While adding them to your Twitter mix wouldn't seem particularly risky to your brand's reputation, a promoted tweet with a hashtag recently created a PR nightmare for the world's largest fast food chain.

"McDonald's promoted a tweet for feel-good stories regarding the brand, #McDStories, only to find the hashtag taken over by Twitter users with a sense of the absurd," writes Veronica Maria Jarski at MarketingProfs Daily Fix blog. Instead of reading the nostalgic tales it had anticipated, McDonald's found itself on the receiving end of brutal snark.

Here's what you can learn from McDonald's "promoted" misfortune:

Be self-aware. Is your company in any way controversial? Have you had bad press? Do you face fierce competition? If so, a promoted tweet might not be your best option. "Promoting your tweet puts you on EVERYONE'S radar—not just your fans' who would normally love to hear from you," MarketingProfs' Corey O'Loughlin tells Jarski.

Have a plan. Don't promote a tweet simply to promote a tweet. Be sure that you have a desired outcome and a call to action.

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