Hashtags make it easier for people to find and follow discussions about brands, events and promotions. And best of all, they also let brands track the performance of promotions across social media.
“Choose a specific #Hashtag”
Hashtags can determine how easily you can target and track a campaign. You’ve probably seen many businesses use generic hashtags like #news or #marketing. While these will get your update into a large conversation, using such broad hashtags is wasting your time.
Can you imagine how many posts contain #marketing every day? Managing a general hashtag would be a impossible. You’d spend weeks sorting through every instance of the hashtag to determine which mentions apply to you.
Come up with a unique hashtag that fits with your particular campaign. Something like #digitalmarketingNJ2014 could bring you to very specific messages. Go ahead, search #digitalmarketingNJ2014.
A good example of a campaign was Nike’s #MakeItCount campaign started in 2012 as part an effort to publicize the release of the Fuel Band. It started with a viral YouTube effort, and then expanded to include Nike encouraging their fans and followers to tell them how they planned to “Make it Count” in 2012.
Nike promoted the hashtag on Twitter, Instagram and Pinterest (and set up their own accounts on the networks, which posted images and statements related to the campaign). Nike also incorporated the hashtag into print and television advertisements as well.
The campaign was so successful in 2012, Nike extended the campaign, incorporating the hashtag into in-store retail displays and continuing to push the message well into 2013.
How can you track success?
Talkwalker gives you data for gender distribution, geographic distribution and sentiment analysis on your own hashtags, as well as your competitors’ hashtags.
So, connect your brand with a hashtag and get engaged.
#Funny #hashtag #video with #JimmyFallon
Incidentally, Jimmy Fallon has single handily changed Twitter and social media on TV. He has done more to connect the two than any other marketer.