"The city’s #HowToSantaFe social media campaign didn’t #BreakTheInternet.

But city officials say it exceeded their expectations, reaching 4.9 million people worldwide and generating 52.3 million views, according to a report released Tuesday.

The campaign — rooted in the online photo- and video-sharing service Instagram and expanded through Facebook and Twitter, all of which have hundreds of millions of users — was more just than a hashtag, which is a word or phrase preceded with the “#” symbol."

Via Julien Dos Reis Pedro