Using Twitter hashtags for your social media marketing campaigns

April 30th, 2012 by | 3 Comments

Here are a few things you should remember when launching Twitter Hashtags for your social media campaigns

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Brands wanting to harness the power of the social Web need to identify the right social networks for them, and then devise the apt strategies to take advantage of capabilities to achieve their goals. This can easily be done by understanding each of the social networks’ features, how they can fit into a campaign, and then formulating effective tactics around them. Take social media giant Twitter for example; brands worldwide are finding ways to leverage on its capabilities and work around its limitations.

Among the many ways Twitter can be used to help a brand along its journey to rockstardom, many have found hashtags to be quite useful.

Tagging Hashed Interests

For those not in the know, a hashtag is a word or group of words that is prefixed with a pound symbol or hash (#), and it’s used to make it easy to track and follow tweets about specific subjects. Since it was first used in 2007, hashtags have been heavily used by online entities and brands for different purposes.

Last month, Dominos Pizza in the UK launched a campaign that discounted the price of one of their pizza varieties time every time someone tweeted with the hashtag #letsdolunch. Singing competition The Voice is as successful in its social media strategies as much as it is massively popular on TV Land. And a large part of that success is their use of the #TheVoice hashtag which enables its social media correspondent Christina Millian (formerly G4’s Allison Hayslip) to actively engage with viewers, have them share their two cents  on Twitter, vote for their favorite contestants, and to generally support the show.

Things to Remember

It’s easy to launch hashtags and use them for your brand’s Twitter-geared campaigns. However, it may take some effort and planning to have those campaigns actually take off and gain significant positive resonance online. Here are some things to consider when planning a #hashtag campaign.

  • Identify Your Goals
    Launching a hashtag campaign takes more than just slapping a # to a word and then keeping your finger crossed, hoping your targeted demographic picks it up. First you’ll need to identify your goals—the reason/s why you’re even using hashtags. Are you prompting people to talk about your brand? Do you intend to simply create buzz around a product or service? Are you launching a promo? You see, the way hashtags are used can vary, depending on what you want to achieve. Obviously, if you know what you’re targeting, it’ll be easier for your brand to plan your every step.
  • Check If It’s Already Been Used
    Hashtags that have significant traction online are usually identified to the brand or user that implemented it. Of course, your branding instincts will tell you that it’s important to be unique and not to get the Twitter users confuse your brand and strategies with the previously existing campaigns. Obviously, you’ll need to use hashtags that have not been used before. For this, you can use site’s like to check if your intended hashtag has already been used; or you can also use Twitter’s own search feature.
  • Aim for Better Sharing
    In order for your tweets to actually gain a nice trajectory among your targeted Twitter users and on the Twitterverse, you’ll need to construct good tweets that are aimed motivate them to be tweeted online. Aside from making them worth reading, it’s important to introduce the hashtag to your followers to make them understand what it’s for. It helps to add a call-to-action prompt to also get people to use it, which of course depends on what you want your hashtag campaign to accomplish.
  • Track the Hashtag’s Progress
    It’s crucial to follow your hashtag’s progress. That way, you can understand how your brand and its campaigns are being perceived and accepted online, anticipate challenges, and making adjustments along the way to make sure your strategies are on your planned course. And there are a lot of ways you can track your hashtags, via Twitter Search, and through a lot of third party services like SocialMention, TwitterCounter, and Monittor.

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