Social media world domination is an ongoing battle for luxury brands. Brands struggle with an array of issues in today’s digital realm such as determining what social networks work best for their brands, how to get capitalize off shared content and how to turn followers into consumers. Gaining a large amount of followers and likes are essential, but it does not necessarily translate into customer engagement.
On a daily basis one can observe a number of hashtags that are trending, the term used for popular viral content and/or topics. Some brands try to capitalize off an exiting trending topic by incorporating the existing hashtag. However, utilizing a trending hashtag that is not part of an overall social media marketing strategy may not produce the best results. In order to ensure a hashtag generates a desired result and truly engage consumers, brands should focus on creating organic hashtags.
To generate an organic hashtag that can foster consumer engagement, brands must first understand who their audience is and the concept of engaging with customers. For example during the 2015 Super Bowl, Coca Cola incorporated the hashtag #MakeItHappy when it aired its TV advertisement. The message of the hashtag not only promoted the message of the brand, which is happiness, but also engaged the millennial generation by giving them an opportunity to share their own personal and inspiring messages along with the hashtag.
Creating opportunities to develop an organic hashtag is essential.
Twitter Chats: Hosting Twitter chats with a specific hashtag for consumers to be part of the discussions is one-way brands can foster engagement. When hosting a Twitter chat brands should also be smart about choosing influencers or industry experts to lead the chats, not only celebrities.
Live Events: Leveraging a live event is another way brands can create organic hashtags. Prior to an event, brands should notify audience members about the event specific hashtag. Whether or not consumers are able to attend the event in-person or stream the event via the Internet, consumers will be able to participate in the discussion as well as follow the activities.
Social Media Contests/Challenges: Creating a contest and/or challenge gives brands another opportunity to craft an original hashtag that is synonymous with the brand. Prompting consumers to physically engage by uploading photos and messages is a great way to increases brand engagement.
Reposting tweets, photos, messages and all mobile moments, will help the hashtag go viral as well as encourage broader audience interest and participation.
(Photo via Sonoma)