Justin Bieber and the Billboard Music Awards: A Tale of Dueling Hashtags

From Billboard:

A lot can happen in the blink of an eye when you live your professional life in the social media world. Especially when your section of the social-media world includes some of the most popular artists online: Lady Gaga, Katy Perry, Chris Brown, Rihanna, Justin Bieber…

Especially Justin Bieber — and his 22 million Twitter followers.

A social media plan for an event as large as the Billboard Music Awards doesn’t come together overnight, and our team began putting together our strategy, partnerships and tactics about six months ago.

Justin Bieber, Usher, Chris Brown Generate Most Social Activity During Billboard Music Awards

As expected, things began heating up as the show drew near. Many of our sponsors wanted social media integration, and quite a few had social media-driven campaigns tied to the awards show that included campaign hashtags as well as the official show hashtag, #BBMA.

About two weeks before the show aired, a number of projects kicked off simultaneously and the media swirl began in earnest.

Everyone had our media one-sheet. Everyone (we thought) was on the same page about which accounts to tag in their Tweets and Facebook posts, which hashtag(s) to use for which subject/campaign, and who to go to for questions …

And then Justin Bieber tweeted with a different hashtag: #BILLBOARDawards

One tweet with a different hashtag? Not such a big deal.

But then he tweeted again.

and again

and again.

Continue reading the rest of the story on Billboard