By gordonmacmillan (@gordonmacmillan), Editorial manager @TwitterUK
The hashtag (#) has become one of the most valuable assets in any modern marketing campaign. The brands that create the most effective ones and employ them well reap the benefits on Twitter. Those who haven’t invested the time and thought carefully about their hashtag(s) and how they are going to be used get predictable results.
To help you make the right decisions when it comes to hashtags we’ve created this step-by-step graphic that details the different stages involved when it comes to launching a hashtag campaign.
It begins with the basics: asking why you’re using a hashtag, with a reminder that good hashtags should be memorable, so that your customers will easily recall them.
One way to make sure it is memorable is through media integration. The best hashtags are tightly integrated with other marketing activity from TV advertising, to press ads and direct mail material.
We’re often asked if a brand new hashtag always has to be created (rather than using a word or phrase people already use). The answer is, not always. If people are already using a hashtag, and having conversations, part of your work is already done. All your brand needs to do is ensure that when it joins that conversation it is adding value.
Once your hashtag is created Twitter can help you amplify your message and the ‘Choosing A #’ graphic walks you through some of the next steps you might wish to take.