The document discusses the significance of hashtags in social media, highlighting their searchable, quantifiable nature and impact on branding opportunities. It examines the rise of influencers as a new form of reporters, their power in shaping narratives, and the need for engagement with them. Additionally, it compares the effectiveness of Twitter and Instagram for businesses and highlights various video content formats that capture user engagement.

1. T W I T T E R A N D I N S TA G R A M
T H E H A S H TA G E C O N O M Y
C L A S S 4

2. T H I S W E E K ’ S M A J O R S O C I A L M O M E N T:
# W H Y W E D I D N T R E P O R T + # B E L I E V E S U R V I V O R S

3. T H E H A S H TA G E C O N O M Y
W H E N S O C I A L I S P U B L I C , I T B E C O M E S A P U B L I C R E C O R D C R E A T I N G …

4. W H Y H A S H TA G S
M AT T E R
• Searchable
• Quantifiable
• Can correlate directly with the
people who use it
• Which means you can measure
which audiences your tweets or IGs
are impacting
• Can offer branding opportunities
• Allow smart brands to newsjack.
• Beware: Vanity metrics

5. R E C E N T E X A M P L E S
O F H A S H TA G
M O V E M E N T S
• #MAGA
• #metoo
• #putacanonit
• #icebucketchallenge
• #ORIGINALis
• #SFBatKid
• And?

6. G R O U P A C T I V I T Y: W H AT I S T H E M O S T E F F E C T I V E
H A S H TA G C A M PA I G N Y O U H AV E S E E N A N D W H Y ?

7. T H E R I S E O F T H E I N F L U E N C E R

8. P U B L I C F O L L O W I N G S
C R E AT E
I N F L U E N C E R S
• Anyone can become influential for a
topic area(s)
• Simply takes engagement and a
sizable following
• Some can become as powerful as
trade or even national media
• They break the news
• Brand fall over for influencers
• Influence as determined by PayPal
study: Contextual relevance +
engagement + willingness to activate

9. T H E T R U M P T W I T T E R P H E N O M E N A

10. W H AT T R U M P H A S D O N E V I A
I N F L U E N C E O N T W I T T E R
• Took over a national political party
• Defeated authority figures in both media and the
establishment
• Solidified a blind loyal core base (trend of smaller interest
groups)
• Successfully challenged the media as an information
creator, and in many cases has become asource
• Out influenced the majority

11. I N F L U E N C E R S A S
T H E N E W
R E P O R T E R S
• They know they have power
• Often are in business for themselves
• Do not have to play by the same rules
as the media?
• How do you cultivate them?
• Swag
• Gifts
• Input
• Help them become bigger (buy
and promote books, etc.)
• And?

12. G R O U P A C T I V I T Y: H O W W O U L D Y O U P I T C H
I N F L U E N C E R S F O R Y O U R FAV H A S H TA G ?

13. A N D T H E N T H E R E I S T H E V I D E O
T H I N G

14. VA R I O U S F O R M S
O F V I D E O O N I G
A N D T W I T T E R
• IGTV
• Live Streams
• Boomerang
• Shorts/moments
• Vine (R.I.P.)
• 82% of Twitter users watch video
content on Twitter
• Photos generate 36% more likes
than videos

15. W H I C H I S
B E T T E R ?
• PR people love Twitter.
Why?
• But businesses like
Instagram for different
reasons.
• You can not succeed on IG
without good content
• Influence is available on
both

16. I N S TA G R A M ’ S
S N A P C H AT E N V Y
• IG’s #1 competitor may be
SnapChat, not Twitter
• Compete for mobile and
youth audiences
• Copied stories
• Copied video in stream
• Now IG is taking aim at
YouTube

17. W H AT D O W E
M E A S U R E O N
T H E S E C H A N N E L S ?
• Click-throughs
• ROI
• Share of voice
• Engagement
• Issue advocacy and literal PR
• NOT REACH
• And?

18. PA P E R S D U E O N O C T O B E R 1
H AV E A G R E AT W E E K !