A deep dive on Twitter and Instagram and how they work in similar and disparate ways. An additional dive into the Hashtag economy.

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 !