Claire Celsi is the Director of Public Relations at Spindustry Digital in Des Moines, Iowa.
Hashtags are all the rage, especially on Twitter. Using a hashtag to categorize a tweet is a great way to help people search for and discover your content. But what happens when your hashtag gets hijacked? It's a very real concern, as McDonalds found out the hard way. It paid an agency to come up with the campaign #McDStories on Twitter. The only problem is, there were more bad stories than good.
How do you know when using a hashtag is a good public relations move for your brand? Here are a few things to ponder before launching a #hashtag campaign.
- Make sure you have allies who are willing to support your position. In the case of McDonalds, it became clear very quickly that McDonalds had more detractors than supporters.
- Are you prepared to monitor and tweet 24 hours a day? Hashtag campaigns are like newborns - someone's gotta be watching and responding all day. If the person in charge stops tweeting at 4 p.m. on Friday, the detractors have all weekend to fill up the tweet stream with all kinds of shenanigans. I suggest pre-programming a full set of tweets to appear when you are not actively tweeting by using Hootsuite or a similar product.
- Are you prepared to own, manage and monitor the hashtag for YEARS? Once the campaign is created, a monster is born. Even if you eventually abandon the hashtag, your detractors may use it to bash you for an indefinite period of time.
- Make sure your "side" is bigger than their side. In the case of McDonalds or WalMart - the detractors seem to outnumber the supporters by a large margin. They are better organized and have more to say than the agency who created the hashtag.
- Do you own the domain name of your hashtag? It's a good idea to buy it and use it as a call to action. Don't launch the #hashtag campaign until the site is done because you'lll lose valuable interactions with both supporters and detractors. McDStories.com lays unclaimed, making it vulnerable to hijack by detractors.
Creating a hashtag is a bold move, but I've rarely seen it succeed in the intended way. Some of the most successful hashtag campaigns have been created around non-controversial issues. One great example is the #ThisSummer campaign, which allowed user to tweet their summer plans and have the tweet turned into a dramatic movie voiceover.
Be careful when creating hashtag campaigns - you may unleash unintended negative consequences for your brand.