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How a Hashtag Went Viral—and Incited a Military Intervention


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His @UncleRush Twitter account, combined with the Facebook and Instagram pages it cross-posted onto, had more than 10 million followers, and he updated them constantly from TweetDeck, an application that let him promote his media and fashion brands while scanning four columns of streaming content at once. His posts were retweeted, liked, or shared thousands of times. The mogul, now nearly 60, had become an influencer—a second act that would falter years later after a dozen women accused him of sexual assault.
Simmons’ tweets hardly ever mentioned foreign affairs, usually opting for self-help quotes, vegan recipes, and aphorisms for the aspiring entrepreneur. And the early hours of April 30 were no different, as he sent a flurry of posts on subjects from mindfulness to gun violence and the writings of Maharishi Mahesh Yogi, a white-bearded yoga master who had once been guru to the Beatles. ....

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