How to Avoid #Hashtag Hazards

The hashtag, when used correctly, can reach a broader group of people than those who follow you on Twitter or connect with you on LinkedIn. It facilitates branding and allows companies to create catchy slogans motivating audiences to remember and to respond.

However, the hashtag is more complicated than just throwing a few words together. Here are a few basic tips to consider when using the #.

At READY FOR SOCIAL MEDIA, we coach:

#KnowYourMarket

Charmin hashtag #TweetFromTheSeat

#TweetFromTheSeat, Charmin’s irreverent hashtag is often talked about in marketing circles for one very good reason. It successfully makes something as unglamorous as toilet paper fun, approachable, and appealing to young people. Not an easy feat.

Here’s how it works. The company’s official Twitter account posts funny quips with the hashtag, and encourages users to do the same. Research shows that 40% of people aged 18-24 use social media in the bathroom, giving them a reason to engage with an otherwise strictly utilitarian product.

It’s working too – how else would you explain a toilet paper brand having over 68 thousand followers on Twitter?

#RememberThatCapitalizationMatters

A hash-tagged phrase that lacks capital letters allows the reader to misinterpret your meaning,

#Nowthatcherisdead was mistakenly interpreted by many who began to eulogize Cher.

#ImagineTheResponses

Social media, particularly Twitter, is a platform for users to speak their minds. Before you choose your hashtag, think about the positive and negative responses that will be sparked. If a hashtag is too broad or controversial, your message may be mocked.

#QantasLuxury. Not widely known for its great customer service or luxuriousness, Aussie airline Qantas’ social media team made a big mistake. They asked customers to enter a competition by sharing their experiences just one day after the airline grounded their fleet and locked out staff for 48 hours over a union dispute about pay. Disgruntled staff and customers took to Twitter in full irony mode!

#KeepItRelevant

Every brand, team, or company has a mission. Whether it is to sell products, win games, or recruit followers. It’s important to align the # with your product or service. Even though something may be a good cause, it may not directly apply to your purpose or product.

#RaceTogether. Starbucks launched this hashtag in an effort to raise awareness for the country’s racial divide. They printed the new hashtag on every cup of joe. Unfortunately, this # message did not apply to coffee. And while the brand’s intentions were clearly for justice, they missed the mark in getting involved.

Always remember to #Wisely.