• by Erik Sass , Staff Writer @eriksass1, July 6, 2011

Words are tricky things. In the abstract, they have a simple, self-evident meaning that doesn't change -- the dictionary definition we all carry around in the back of our minds, in some form or another. But they attain a whole different range of flavors when they are actually employed to describe, comment on, or transform reality, depending on the context.

That's why hashtag surfing -- the practice of picking hot trending topics on Twitter and using them to gain visibility for a brand, product, idea, or what have you -- is potentially a very bad idea. One thing is certain: you should always ascertain the context in which hashtags are being used before trying to game the system this way.

Baked goods purveyor Entenmann's learned that the hard way when some hapless social media practitioner spotted the #notguilty hashtag trending upwards dramatically following the verdict in the controversial Casey Anthony murder trial. Apparently unaware of the context, Entenmann's tweeted: "Who's #notguilty about eating all the tasty treats they want?!"

Now in my personal opinion this is actually kind of funny, but I freely admit to having a tasteless sense of humor. Most (civilized) people were not amused, and the inevitable apology wasn't long in coming: "Sorry everyone, we weren't trying to reference the trial in our tweet! We should have checked the trending hashtag first." More mea culpa: "Our #notguilty tweet was insensitive, albeit completely unintentional. We are sincerely sorry."

In the unlikely event Entenmann's decides to employ this strategy again, I have some suggestions for future topical tweets relating to potential high-trending hashtags.

"Thanks to Entenmann's lo-cal biscuits my waistline is #notgrowing!" (economy)

"I wouldn't mind #indefinitedetention as long as I have these Entenmann's cupcakes!" (Guantanamo)

"I think there are some office #predators eyeing my Entenmann's bear claws!" (airstrikes)

"Did you know Entenmann's #yellowcake is made with #enriched flour?" (WMD)

"Whoever made this Entenmann's chocolate cake should be charged by the #InternationalCriminalCourt... with being awesome!" (genocide)

"I've been #falselyaccused of eating all the yummy Entenmann's muffins!" (DSK trial)

"#Icantbelieve how tasty these Entenmann's cinnamon donuts are!" (Holocaust denial)