Chris Christie Loses Control Of #TellingItLikeItIs Hashtag On Twitter During 2016 Campaign Launch

chris christie launch — New Jersey Gov. Chris Christie's administration awarded a tax subsidy to a top donor last week. Reuters/Brendan McDermid

Sometimes a hashtag may not be the best way to spur a positive movement. While Twitter witnessed the power of #LoveWins over Pride Weekend, not every viral hashtag succeeds in spreading the love.

New Jersey Gov. Chris Christie announced his U.S. presidential run Tuesday, taking the message not only to the stage at his old high school but also to digital media with his campaign hashtag #TellingItLikeItIs. However, it was the governor's critics who flooded Twitter, using the hashtag to express their opposition to his candidacy and their disdain for his record.

More than 3,000 tweets with the hashtag #TellingItLikeItIs were sent via Twitter in the first few hours after Christie made his announcement, according to data compiled by the social-analytics firm Topsy. The sentiment score, measuring the mood of the tweets, was listed as 17 and therefore skewed toward negativity and away from positivity.

The tweets include slams of Christie's policy on pensions for teachers, taxes in the state and his handling of the impact of Superstorm Sandy. The governor's physical appearance was also a target:

I work hard for my pension AND pay for it. Teachers are "gluttons"? Look in the mirror. Liar. #TellingItLikeItIs pic.twitter.com/3qwIwhq3x6
— Dayna Orlak (@desiorlak) June 30, 2015

Chris Christie purposely squandered some of the money that was to go to victims of Hurricane sandy! #TellingItLikeItIs
— Democrat for Obama (@areyou0) June 30, 2015

Jobs? Since @GovChristie, NJ consistently trails rest of USA when it comes to jobs & unemployment. #TellingItLikeItIs #Christie2016
— Joshua Henne (@JoshuaHenne) June 30, 2015

Every yr @GovChristie slashes vital funding for Women's Health; limiting access to primary care for low income families #TellingItLikeItIs
— Loretta Weinberg (@SenatorLorettaW) June 30, 2015

Under @GovChristie's watch NJ on track for $10 billion in tax cuts for wealthy, but taxes for working poor increase #TellingItLikeItIs
— Seth Hahn (@Sethcwanj) June 30, 2015

#TellingItLikeItIs: While Chris Christie has been pandering to the far right, NJ women paid the price #NotMyCandidate pic.twitter.com/VMHYvLbFbH
— Planned Parenthood (@PPact) June 30, 2015

#TellingItLikeItIs: That time when @ChrisChristie funneled $600 million in taxpayer fees to Wall Street firms. http://t.co/C3kbAdfuk7
- Michael Phelan (@phelam166T) June 30, 2015

Tell It Like It Is has served as Christie's campaign slogan during the past few months. Before his official campaign announcement, the governor in April went on a multiday Tell It Like It Is Tour in New Hampshire to meet with constituents in a town-hall setting. And his campaign let it serve as his slogan for the launch and apparently will keep it over the coming summer tour.

Christie isn't the first candidate to see a social-media campaign boomerang. Even when one does not have an official campaign slogan that can be turned on its head, he or she can face jabs on Twitter and other social-media sites.

In the wake of U.S. Sen. Ted Cruz's announcement that he was running for the Republican Party nomination in the 2016 presidential race, mocking #TedCruzCampaignSlogans began trending.

Brands face similar risks when they engage in question-and-answer sessions. SeaWorld's #AskSeaWorld campaign in March and the #AskELJames session with the author of "Fifty Shades of Grey" Monday were intended as exercises in positive public relations, but instead prompted negative coverage.

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