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In a recent article by Michael Leis, a senior VP of social strategy for a digital brand agency, he outlines four important things for a given brand to keep in mind when using a hashtag campaign. These four guidelines are important to think about, because these types of campaigns have shown themselves to be something of a double edged sword over the last couple of years. When used ineffectively, they have been magnets for criticism and animosity. But when used properly, they have been effective in increasing brand awareness, and have been valuable assets for campaigns.
First, premises for these hashtag campaigns should be simple and easily understood. If it is vague or too broad, a whole universe of opinions can be posted in reaction and some of these will inevitably be negative. With a specific, simple, and good natured premise, however, those who post will be more likely to rally around the idea in a positive way.
Second, Leis points out that it is not always necessary to create a brand new hashtag. Brands can sometimes use existing hashtags, especially if your target audience already uses this existing hashtag. In this case, not only do you reach the correct people through an already existing avenue, but you validate this community and give it more visibility, which can create appreciation and good will among this group you are trying to reach.
Third, these types of campaigns need to be continually managed. Many people seem to forget this. And if you pay constant attention to the developments and reactions to your hashtag, it can itself spawn further stages of the campaign, including but not limited to reposts of responses, video montages of responses, or even new ideas for similar campaigns based on the responses.
Fourth, and finally, it is important to remember that this is meant not only to put your product in front of an audience, but more importantly to involve your audience, so it is essential that people want to participate, and that these participations are acknowledged.
These really are some terrific guidelines to keep in mind for this specific type of campaign.
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