Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Using Hashtags as Strategic Objects
Posted on February 19th 2013
Hashtags have been around for a while. At first it was just a neat way to call out a particular sentiment or be associated with a trending story on Twitter; they’ve now made it into our vernacular and expanded to other platforms including Instagram and Google+. With this evolution, brands are now leveraging the once lowly hashtag as a strategic tool to unify campaigns and connect with customers.
Companies like Volvo have taken steps to use specific branded hashtags like #SwedeSpeak and #MyFirstVolvo to interact with specific consumers about particular topics. By doing so and educating their audience about how to use them and what to expect, they have been successful in transforming these conversations into engagement tools for existing consumers while driving awareness of that usually positive relationship to those consumers’ networks.
In order to be successful with your hashtag strategy, leaders in the space recommend several best practices to follow:
- Limit the number of hashtags you use and keep it simple. Too many hashtags make it difficult to track and are confusing to consumers.
- Make them mean something. Figure out what you are going to focus on and then consistently leverage those across numerous campaigns.
- Avoid open-ended questions. By not limiting the response to a specific type, not only are you losing relevancy, but you are opening a can of worms for a hashtag hijacking.
- Be realistic. Make sure you have permission from your consumers to claim that hashtag. Blackberry’s #BeBold campaign, complete with super heroes, was a #Fail that opened it up to ridicule that quickly expanded into a chance to mock their slip into irrelevance.
- Get organized. Use dashboards structured by hashtag or more easily monitor and manage your campaigns.
Innovators, such as American Express, have pushed the envelope even further. Through the newest phase in their partnership with Twitter AMEX has created hashtag-enabled commerce, allowing joint AMEX-Twitter members who connect their accounts the ability to pay for a new Kindle Fire just by sending #BuyKindleFireHD.
Other companies are also creating new ways to leverage this supercharged special character. The mobile marketing platform smartsy, for example, is using their engagement marketing features and visual recognition functionality to help transform products and campaign assets into #objects, which act as focal points for easily creating and distributing user generated content within the platform as well as across channels, including social media.
As you can see hashtags have come a long way since Jack Dorsey launched Twitter six years ago. I’m excited to see what the next six years will bring. #Predictions, anyone?