Why Bother With Related Hashtags?

September 9, 2013
More individuals and companies are using hashtags to strengthen their marketing campaign on social media platforms. After each campaign, many also refer to social analytics tools to determine how well their hashtag trended -- and specifically check the responses and impressions made over a span of 24 hours or 7 days. Other types of information are also provided by analytics tools, such as related hashtags. Knowing about these will help improve future campaigns and methods.

1. Gauging the competition

Before you begin any hashtag, it is a rule to find out if there are other similar hashtags already created. If there are none, defining it will be a good way to start. Social analytics tools can determine the existing ones that are highly related to the topic or industry you?re planning to focus on. You can either make a spin-off of the main ones or come up with another full discussion, providing more content-rich materials and unique perspective that social media users will be interested in. Checking existing hashtags will also give you ideas on how competitors attract the target market. Use their effective techniques then point out some of the weak areas that you can capitalize on. Also, you can avoid using the exact words to set yourself apart.

2. Finding relevant users

When joining related hashtags, you can find a few vital social media users with a huge following who will serve as assets in your future campaigns. Establish solid relationships with these individuals and invite them to your online events and discussions. Tagging or getting their interest will keep you visible on their streams, thereby increasing the likelihood of gaining new loyal followers and relevant customers. These key persons will also share useful and fresh content that will keep the hashtag trending well for several hours or days. For example, running the HBO TV show #TheNewsroom hashtag on analytics will reveal the following "most prolific users" for the moment. Take this knowledge and merge it with what the related hashtags are on this specific hashtag and you get information on how what people are talking about alongside yours. This will give you, the marketer, a wider perspective on where the advertising efforts should go and how your strategies should be crafted.

3. Avoiding common mistakes

Point out the weaknesses or flaws in other hashtags, such as using too many words, using too many hashtags or failing to guide the conversation. When you come up with a hashtag, follow the basic guidelines such as using proper capitalization and spacing in the keywords, using descriptive words that will immediately lure people in as well as using a variety of social media materials like links, articles and photos to attract more users. Also learn how to manage trolls and convert them into loyal followers.

4. Spreading information

Usually, several related hashtags exist when these cover topics that are of public interest, highly controversial or related to a current event on a global scale. It is normal to have more than one hashtag talking about the same topic. You can gain an advantage over others by focusing on a particular aspect or being the first to share unique information. Provide regular updates and give the impression that you are willing to help or spread vital information instead of appearing to be only interested in making an immediate sale. Provide services and solutions to potential clients first and they will be more willing to follow you afterwards. You can also use social analytics to compare how well your hashtag trended compared to related ones. Some tools will provide graphs so you can determine which areas need adjustment for future success.

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