Initially introduced to make content easier to follow on Twitter, the hashtag has become part of daily life; both for business and pleasure. Hashtags are short phrases that enable people to track and follow the people and topics that interest them. While most commonly used on social media (Twitter and Google+) they can be utilised in other marketing materials.
Whether you are organising a conference, promoting a brand, announcing a promotion or selling a specific product, hashtags can be very helpful in your marketing efforts. However, while many of us know what they are, not everyone is aware of how to use them properly or how dire the consequences of misuse can be.
DiGiorno Pizza’s are a prime example of how even an experienced company with great Twitter hashtag campaigns can get it very badly wrong. Known for their entertaining campaigns like the NFL #DiGiorNOYOUDIDNT, they found themselves on the wrong side of Twitter users and the press when they hijacked the hashtag WhyIStayed for a pizza campaign without realising it was part of a campaign against domestic violence. Continue reading