 American Express publicized the initiative using social media, advertising, and public relations.Many local politicians and small business groups in the United States issued proclamations concerning the campaign, which generated more than one million Facebook "like" registrations and nearly 30,000 tweets under the Twitter hashtags #smallbusinesssaturday and #smallbizsaturday.The Twitter hashtag #SmallBusinessSaturday has existed since early 2010 and was used to promote small businesses on any Saturday (not solely that Saturday between Black Friday and Cyber Monday).