In the world of social media, "hashtag hijacking" is the practice of using a popular or trending hashtag to gain visibility for your own content. When done correctly, it can be a highly effective way to get your brand or message in front of a huge new audience. When done incorrectly, it can lead to a major public relations disaster.

The most important rule is to be relevant and respectful. Do use hashtags that are directly related to your content and align with your brand's voice. Look for trends that offer a natural opportunity for you to contribute to the conversation in a meaningful way. A viral hashtag about a new movie release, for example, is a perfect opportunity for a film critic or fan art creator.

However, a huge don't is to jump on a hashtag that is tied to a tragedy, a sensitive social issue, or an event that has no connection to your brand. This can come across as insensitive and opportunistic, and it will almost certainly backfire. Always do your research before you post.

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To make sure your content is on point, a good social media analytics tool can help you gauge the context and sentiment of a hashtag before you use it. A reliable tablet can help you do quick research on the go, and a book on crisis management can help you prepare for the unexpected.