Q&A: Audi’s Social Chief Talks Hashtags and the Power of Twitter

Why Andy White targets the 10 percent

Headshot of David Griner

Ten percent of Americans use Twitter, but a whopping 43 percent say they hear Twitter mentioned "almost every day," according to new data from Edison Research. A big reason for Twitter's visibility is the prevalence of hashtags on TV, including in ads. Luxury automaker Audi has been an early, frequent and successful player in the hashtag space, so we asked the brand's senior social-media manager, Andy White, why it's worth investing so much energy in a social network that 90 percent of Americans aren't even using. For his take on the past two Super Bowls and how Audi turned one fan's comment into one of Twitter's most successful hashtag campaigns, check out the Q&A after the jump.

@griner david.griner@adweek.com David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."