Oh, brands.

Oh, brands. We know you’re trying, but unfortunately examples of hashtag abuse continue to surface. Burt’s Bees recently sent out a tweet playing off a popular hashtag, saying “#BAE Balms Are Everything“—which is not what bae means, and to some takes “something sweet, and made it soulless.” When we tell brands how to hashtag right, we suggest playing along with trending hashtags, but that does not mean deliberately misusing one. (The Verge)