How To Use Hashtag Tracking For Branding
Do you use hashtags and hashtag tracking tools in your social media campaigns?
If you don’t use hashtags then you should start using them immediately because the right hashtags in your posts can allow you to reach a wider audience.
[bctt tweet=”Tweets with hashtags get twice as much engagement compared to tweets without hashtags” username=”socialertdotnet”]
Also you should use customized branded hashtags along with the generic ones. In this way, you would be able to filter results on social media related to your hashtags.
— Wendy's (@Wendys) March 13, 2017
And in just the last two days, between March 17th and 19th, the hashtag has received over 400k impressions.
Source : SociAlert Hashtag Tracker
In this post I will explain how you can use hashtag tracking to grow and measure your social media presence
Select Your Favorite Option
- How to choose the right customized hashtag
- How you can use hashtag tracking ?
- What you get from Hashtag Tracking in the end?
- Are you ready to start Hashtag Tracking
How to choose the right customized hashtag
#1 Make it relevant (but don’t be too general)
The whole reason why you are tracking hashtags is so that you can track your social media campaign. But if you use generalized hashtags like #mondaymotivation that other accounts are using as well, then it will become incredibly difficult for you to track how people are responding to your hashtags.
That is why you need to come up with hashtags which are relevant to your brand, but at the same time, the hashtags shouldn’t be so specific that they feel like an ad campaign and none of your followers can connect to it.
For instance, Charmin, a company that sells majorly toilet paper, uses the hashtag #Tweetfromtheseat which is both relevant to the brand and connects with the users as well.
— Charmin (@Charmin) February 28, 2017
— Charmin (@Charmin) December 16, 2016
#2. Keep it short and simple
By not using too many words in your hashtags and keeping it short and simple, you make it easier for people to use them. Long hashtags, on the other hand, are not just difficult to memorize, but at the same time, typing long hashtags can lead to mistakes. This could, in turn, make it difficult for you to track them.
Not to mention, on Twitter, users only get 280 characters in total and a long hashtag could make it difficult for them to tweet what they want.
The perfect hashtag length should be less than 15 characters.
For instance, KitKat incorporates its offline campaign slogan from its ads to Twitter by adding the hashtag #Haveabreak. The hashtag is just 10 characters, easy to remember, and has simple words.
— KITKAT (@KITKAT) December 17, 2015
#3. Make sure there are no spelling mistakes
Last year, Adidas launched home kit gear sponsoring Colombia’s football team, but in all their advertising, including the gear, they misspelled ‘Colombia’ and wrote Columbia instead. This, of course, led to a massive outrage on Twitter with people trending #ItsColombiaNotColumbia.
— SAGA (@i_am_saga) June 10, 2016
If you don’t want to end up in a marketing pitfall like that, we recommend proofreading thoroughly to avoid spelling mistakes of any kinds. Facebook and Instagram might allow you to edit your posts, but with Twitter, what’s gone is gone. You can try to delete the tweet and send a new one, but till then hundreds of people would have taken a screenshot.
Instead of just working with a copywriter, get an editor on board as well, who can review everything and check for any mistakes which the copywriter might not be able to notice.
#4. Conversation and connecting
Try to go for hashtags which push for a conversation or engage users in one way or another. After all, the whole idea behind a hashtag campaign is to engage your followers and urge them to use the hashtag as much as possible.
For instance, Chobani engages with its followers by adding both trending and branded hashtags with fun videos on Twitter.
— Chobani (@Chobani) March 1, 2017
We have an exclusive blog about do’s and dont’s of using hashtags here.
How you can use hashtag tracking ?
Customized hashtags can help you track a lot of things – from campaigns to live events. So before you create a hashtag, it is important to analyze what it is that you are trying to analyze with hashtags
Whether there are hashtags that you have created around your own brand, or the users themselves have created specific hashtags about your brand. It’s important to track branded hashtags to know what the people are saying about your company.
You can also try to search for related hashtags to see the list of hashtags which are being used when people mention your brand.
For instance, the hashtag #netflixandchill might not have been started by Netflix itself, but the company definitely tracks it since the hashtag gets over 2 million impressions on an average in a span of 2 days.
Twitter chats have become a lot popular over the last few years. Organizers get the much needed traffic and trending hashtags from it and participants get to interact with influencers who share the same views as them.
But having a Twitter chat is much more than just bringing an influencer or expert on board and using a hashtag. Its about analysing how people are interacting with each other. By tracking your chat hashtag, it also becomes easy for you to reply to all the participants, which would otherwise be difficult to do if you were only using Twitter’s notification tab.
For instance, Buffer organizes #bufferchat every week to discuss different aspects of social media.
— Buffer (@buffer) March 15, 2017
To be able to join the chat and discuss with others, users have to put the correct hashtag, otherwise their tweet may go unnoticed.
Now, more than ever, hashtags are being added to TV commercials to bridge the gap between offline and online campaigns, and create a rather omnichannel for the brands. People often take to social media to use this hashtag for expressing their opinions about the brand or its campaign, which the brands can track and respond.
For instance, last year we saw a large number of ads by Calvin Klein Jeans featuring celebrities like Justin Bieber, Bella Hadid, Kate Moss, and Kendall Jenner. All of the ads ended with the hashtag #mycalvins.
— calvinklein (@CalvinKlein) May 5, 2016
The same ads were then reposted on Instagram and Twitter with the same hashtag by both the brand and celebrities featured in the ads, and the results were of course amazing.
#4. Track paid Twitter Ad Hashtag
Twitter ads might be new, as compared to Facebook, but they are just as effective. While your goal to post ads on Twitter might be to drive downloads to your app or increase your subscribers, adding a hashtag to your ad will make it easy for you to scan through all the conversations people are having about your brand and how they are responding to them.
For instance, here is an ad being run by OPPO mobile and they have cleverly added a custom emoji hashtag for their new smartphone launch.
#5. Track Twitter contest Hashtag
Twitter contests are a quick way for brands to get their hashtags trending. Usually, in Twitter contests, brands ask their followers to share their views about something and use a specific hashtag to be eligible to win the contests. And of course, everyone loves free stuff!
But by tracking twitter analytics of your contest hashtag on Twitter, you will be able to see what kind of contests are doing better than the others and how exactly people are responding to them.
Oreo, for instance, is running a #OreoDunkSweepstakes challenge where it is urging people to share videos on Twitter showing how exactly they dunk their Oreos in milk. They have also snatched celebrities like Christina Aguilera and Shaquille O’Neal to get more exposure.
#6. Track events and webinar Hashtag
Creating a specific hashtag for events and webinars and tracking it in real-time is another great way of bridging multichannel campaigns into one. It is also a great way to give live updates to all the people who weren’t able to attend your event or webinar, which in turn, creates more traction for you.
Many brands also choose to create a live Twitter feed on their main event website or on a screen on the event so that everyone else can see what people are talking about without opening up their phone.
Social Media Examiner is organizing a social media analytics seminar in San Diego. It has been using the hashtag #SMMW17 ever since the event was announced.
— Social Media Examiner #SMMSociety (@SMExaminer) March 18, 2017
Ever since then, everybody who is at the event or talking about it has been using the same hashtag.
What you get from Hashtag Tracking in the end?
Hashtag tracking does not just allow you to see how users are responding to different hashtags. It also allows you to compare different hashtags together to see which campaigns are doing better than the others.
By comparing analytics reports of two hashtags, you will be easily able to see which hashtag did better than the other.
By hashtag tracking, you can get an in-depth knowledge of:
- How many people are using your hashtag
- What demographics are more inclined towards the hashtag
- Whether people have a negative or positive response towards the hashtag
- What time of day the hashtag is more used
- Which location is more responding to the hashtag
- What are the other related hashtags that people are tweeting
Socialert allows you to see what demographic is more interested in your hashtags and what time of the day your hashtags are being used the most. You can also track down the major influencers and active users for your brand’s hashtags who are driving the most engagement.
With reports for each campaign, you can use this data to then create future hashtag campaigns that are more targeted and are bound to get better visibility and traction.
By using a hashtag tracking tool, you will be able to:
- Identify right influencers to build the relationship with.
- Learn about active users who tweet most about your hashtag so you can thank them
- Get a word cloud for the campaign which will tell you what people are saying about your hashtag or brand
- Other hashtags people are using along with yours
- What time of day people are mostly using your hashtag
Are you ready to start Hashtag Tracking
Socialert provides comprehensive and easy to understand hashtag analytics. Are you ready to take advantage of the free trial and take your brand to new heights?
Start your free trial of socialert hashtag analytics today