{"id":9564,"date":"2014-10-19T10:00:00","date_gmt":"2014-10-19T14:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=9564"},"modified":"2020-04-03T18:01:01","modified_gmt":"2020-04-03T22:01:01","slug":"16-rules-hashtag-marketing-mastery","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/16-rules-hashtag-marketing-mastery","title":{"rendered":"16 rules to master hashtag marketing"},"content":{"rendered":"

Using Hashtags For Marketing<\/h1>\n

If you ever need to demonstrate how powerful online marketing is to someone who isn\u2019t technically minded, you can prove it in a single word: hashtag. Even for people who don\u2019t use Twitter or Instagram, hashtags have become unavoidable parts of modern culture. They\u2019re standard branding tools in everything from fast food commercials to music videos, condensing a marketable idea or emotion into a simple, shareable concept.<\/p>\n

Using hashtags successfully in a marketing context can be tricky, however. There are many horror stories of hashtag campaigns gone awry (#McDStories<\/a>\u00a0is a classic example), where a poor understanding of social media turned a marketing idea into an outright disaster. There are also countless examples of poorly planned hashtag efforts that resulted in little more than wasted time and money.<\/p>\n

A hashtag is simply a means to organize and advertise an idea. The more appealing the idea, the more likely the hashtag is to be shared. With a little insight into how hashtags work, you can greatly increase the odds that your social media campaigns on hashtag-friendly platforms will actually see real-world results in conversions.<\/p>\n

Hashtag Rules<\/h2>\n

1. Informative hashtags are always better than abstract ones.\u00a0<\/strong>There\u2019s a reason the #IceBucketChallenge created a trending spike for the ALS Association, and #WTFF (what the french fry) failed for Burger King. People won\u2019t respond to hashtags they don\u2019t understand.<\/p>\n

2. Proofread with the mentality of a 12-year-old.\u00a0I<\/strong>t\u2019s all too easy for a seemingly innocent hashtag to become a puerile gag thanks to lack of context or poorly combined words. The classic example of this is the 2012 hashtag campaign to launch a new Susan Boyle album using\u00a0#susanalbumparty<\/a>. If it can be misread, it will be.<\/p>\n

3. Have a backup plan if a hashtag goes bad.\u00a0<\/strong>No one owns a hashtag, and it\u2019s all to easy for them to spin out of control as marketing messages. It\u2019s always good to test a hashtag before heavily marketing it, and equally important to have an alternative campaign to use should your initial idea become co-opted. When #ObamacareIsWorking became overrun with ironic commentary, for instance, the team behind it let the go and switched to #ILikeObamacare.<\/p>\n

4. Incorporate hashtags into other channels.\u00a0<\/strong>There\u2019s a reason that hashtags are popping up in everything from billboards ads to song titles: It works. By incorporating your hashtags into your traditional media and online campaigns, you\u2019ll be able to brand the hashtag\u2019s core idea more clearly with your customers.<\/p>\n

5. Don\u2019t be afraid to contribute to a genuine trend.\u00a0<\/strong>Hashtags often arise organically, generated without any real agenda and gaining traction simply because of relevance or novelty. Fun one-time trending tags like #MySuperpower, #MomTexts and #IUsedToThink can sometimes provide an opportunity for a marketing message and a laugh, while contributing messages of support to trending disaster-related hashtags can help followers see your company in a new light.<\/p>\n

6. Live tweet during big events.<\/strong>\u00a0One of the most effective ways of using hashtags is to live tweet from your brand or company Twitter account during a shared cultural experience, using the event hashtags. DiGiorno Pizza captured plenty of attention in 2013 when it began\u00a0live tweeting pizza-themed musical theater commentary<\/a>\u00a0during the #TheSoundOfMusicLive event. Elections, sports championships and other major media events are ideal for this technique.<\/p>\n

7. Keep it short.\u00a0<\/strong>The longer the hashtag, the more hassle it is to use and follow. While there are exceptions, the most effective hashtags are composed of one or two very simple elements, such as the event name and the year. Only on rare occasions will a trending hashtag involve more than three or four short, simple words.<\/p>\n

8. Don\u2019t overdo them.<\/strong>\u00a0You always want your audience to know specifically what ideas you\u2019re trying to share with them. The more hashtags you add into your content, the more diluted and confusing your message becomes. As a rule of thumb, limit yourself to three hashtags per tweet. \u201cExcited about #SummerVacation\u201d is a clear, simple message, while \u201c#Excited about #summer #vacation #2015! #summer2015\u201d is not.<\/p>\n

9. Remember why hashtags exist.\u00a0<\/strong>It\u2019s very easy to let the logistics of hashtag marketing strategy become a distraction. Hashtags exist as a means of allowing otherwise unconnected comments to share a common element, allowing people who don\u2019t know each other to talk about the same thing together. The hashtag itself isn\u2019t the message, it\u2019s a tool that allows other people to share the message. If you are attempting to co-opt the trend without contributing to the conversation, people will notice.<\/p>\n

10. Monitor the conversation.<\/strong>\u00a0Following hashtags is an extremely effective means of keeping track of trends in your industry. By keeping track of the conversation, you can gain insight into what your competition is doing, what the influencers are saying, and how customers are reacting. This can inform your hashtag use, and help to shape your social media strategy.<\/p>\n

11. Use hashtags in sentences.<\/strong>\u00a0Twitter only allows 140 characters per tweet, and each one has to count. \u201cHaving a great time at CES! #CES2015\u201d may be grammatically correct, but it\u2019s no more effective than \u201cHaving a blast at #CES2015!\u201d If you can use a hashtag in place of a word without the sentence becoming confusing, do it.<\/p>\n

12. Capitalize multi-word hashtags for clarity.\u00a0<\/strong>The longer the hashtag, the more likely the message is to be misread. A great example of this going awry was the 2013 reaction to Margaret Thatcher\u2019s death, hashtagged #nowthatchersdead. Some people read this as #NowThatChersDead, prompting rumors that music icon Cher had passed away.<\/p>\n

13. Consistency is key.<\/strong>\u00a0Like all marketing efforts, hashtags often take weeks or months before they finally begin to gain traction. By consistently using the same hashtags to promote your message, and by favoriting, retweeting and otherwise encouraging your followers when they use those tags, you\u2019ll be able to build momentum.<\/p>\n

14. No one owns a hashtag.\u00a0<\/strong>By definition, hashtags can be created and used by anyone. This means that even the most sincere hashtag is open to being manipulated by anyone at any time. If your hashtag does catch on, you can expect sarcasm, trolling and even co-opting by your competition. To reduce this, consider using hashtags that are less likely to be used out of context, such as acronyms.<\/p>\n

15. Only use hashtags to ask a question if the answers are very specific.<\/strong>\u00a0Social media marketing campaigns with open-ended questions have a tendency to crash and burn, and the more focused your hashtag efforts the better. A good example of this is the campaign that launched the Kevin Smith walrus-themed horror movie Tusk, which simply asked #WalrusYes or #WalrusNo.<\/p>\n

16. Avoid banned hashtags.<\/strong>\u00a0Although Twitter\u2019s hashtag system remains open, some hashtag-enabled social media sites ban words with potentially offensive content. A poorly proofed hashtag can easily trip these filters, resulting in content that doesn\u2019t reach the audience. Some sites, like Instagram, also filter out popular or generic hashtags like #iphone and #popular, making it vital that you test to see if your content is actually making it through the system.<\/p>\n

With these simple guidelines in mind, hashtag-based marketing should soon become a less mysterious process.<\/p>\n

Editor’s note: This story originally appeared on SumAll’s blog<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Using Hashtags For Marketing If you ever need to demonstrate how powerful online marketing is to someone who isn\u2019t technically minded, you can prove it in a single word: hashtag. Even for people who don\u2019t use Twitter or Instagram, hashtags have become unavoidable parts of modern culture. 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