About the Author
Kevin Bobowski is vice president of
marketing at Offerpop. The company
creates a global social-marketing
campaign platform that helps audiences
with companies' brands.
Read the full article here: http://bit.ly/1fXNr1w
We have all embraced hashtags as
an important way to discover new
content and connect with others
…but how can you, as a
company, harness the power of
Hashtags to increase the value of your
What do you think?
Here are five ways that
companies can enlist
hashtags to launch complete
engage, showcase, aggregate
and repurpose social content
to drive business value.
1. Encourage user-generated content.
Social marketing has a disruptive potential
in its ability to turn social media users into
When the true power of social media is
harnessed, users’ comments, photos and
videos become marketing messages
permeating the online environment.
So how do you start to build this social media momentum?
When hashtags are inserted into television advertisements or other
marketing messages, they alert consumers that they are invited to
If coupled with contests, sweepstakes
or giveaways, hashtags can encourage
a vast social media response that
spreads across Twitter, Facebook,
Vine and Instagram.
2. Aggregate and showcase the response.
Hashtags give businesses the unique
opportunity to showcase user-generated
Photos, videos and status updates featuring
hashtags can be aggregated and displayed on a
Facebook landing page or website, revealing
responses to a campaign and stimulating even
Look for social-marketing services that can turn a
fragmented social-media conversation into one presented
on your website or Facebook landing page.
Use this aggregated conversation to monitor, track and
curate reactions to your campaign.
3. Connect campaigns.
Hashtag campaigns can be
remarkably effective but especially
when tied to other efforts.
If you are increasing engagement by
using hashtags and offering
prizes, leverage this response by asking
users to opt into receiving an email
newsletter or becoming a fan of your
social media page.
Turn your hashtag campaign success into the development of
an expanded email newsletter audience and accumulate a great
social media fan base and build tighter connections with potential
Connecting your digital ad buys to the
campaign by targeting people who
search for the hashtag will bring in an
audience of people who have already
showed interest in your brand.
4. Repurpose hashtag-driven content.
One of the great benefits of
social media campaigns that
is rarely capitalized on by
companies is the amount of
authentic marketing content
available to a brand.
If your contest stipulates that user-generated
submissions can be tapped for other
purposes, think about ways you can expand
your marketing with the high-quality photos or
videos collected on social media. Savvy brands
are using user-generated content in television
commercials, in-store displays, social ads and
5. Relate to consumers in real time.
Consumers flock to social networks
to interact during must-see TV or live
events (whether it's the Super Bowl
or the Consumer Electronics Show).
Armed with a hashtag and a little
creativity, companies that insert
themselves into these conversations
can be rewarded with large audiences
and viral reach.
Focus on events that have an obvious tie-in to your target
market. Or find a clever way to insert your brand into the
conversation without resorting to overt sales pitches.
Real-time marketing rewards risk taking and quick thinking, but
companies that master it can deploy hashtags to drive vast
social-media engagement among the millions who flock to Twitter
during TV events like the Super Bowl, Oscars or Olympics.
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