An online marketer tweeted the hashtag "#NOTGUILTY" thinking they could use it cleverly, but the hashtag was actually being used in a campaign against sexual violence. This caused damage to the company as about 10% of their followers, Google search results, and retweets were lost, amounting to a loss of over 200,000 fans and lower return on investment. The marketer's misuse of the hashtag cost the company a significant number of customers and engagement.