The White House's New Media team sparked a worldwide conversation by asking Twitter users to weigh in on the payroll-tax cut, says Kori Schulman, deputy director for digital strategy. Within 45 minutes of the White House's initial tweet, the #40dollars hashtag was being used at a rate of 6,000 messages per hour, as users described what they were able to afford with their tax savings. "We know the power of a tweet and a hashtag and that it can totally change the conversation in Washington, and that's a really powerful thing," Schulman says.

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