Hashtag For Business

It’s that time of year when higher education campaigns are in full swing. This year especially #hashtags feature prominently on ads both in the digital world and the old school hard copy (billboards, bus posters, newspapers etc).

Some in the north:

#GetInSalford
#TheUCLanExperience
#gannin2ncl
#mmuclearing
#leedsmetclear

Having a hashtag, or link/ phone number for that matter, on a campaign though is no guarantee that someone will click it or ring it. If all you are going to simply measure is calls to the number, visits to the link or times hashtag used you are simply wasting your time. You need to relate the source to impact for a true measure.

Hashtags are a way of identifying social messages (not just twitter, but Facebook and google+) by using a common word(s). Acting like a link they can then send a user to aggregated feeds showing all the latest instances of the hashtag. But who adds hashtags/ creates hashtags in the first place?

We’ll for university campaigns it’s the universities marketing team and hear lies a problem. Potential students can smell a rat faster than you think. Social sharing is best peer to peer and an organisation getting involved often doesn’t work. Organisations will either use official social accounts or using fake student accounts, both of which will be dissed immediately. Ideally you want the hashtag to grow organically so engage with the social community let them run with the concept all you do is plant the seed.

Back to measurement and impact

Hashtag strength and reach

First up is the hashtag itself. Let’s see who has shared it rather than times shared. Using sites like social mention, tweetreach or klout we can see who the hashtag has been exposed too. It’s no good a person with no followers to mention a hashtag as they don’t share it with anyone. You need highly respected peers to share it!

Using tweetreach we have the following:

• reach
• exposure
• top contributors (exclude yourself in the analysis!) – How many times they tweeted it, number of retweets and impressions (those that saw it)

Source: dominichurst

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