Hashtag Hijacking and Other Mistakes

Hijacking of hashtags has become an all-too-common mistake that many companies are making. Unlike Internet trolls or others simply seeking attention, corporations have unwittingly encouraged this offense by using hashtags in the wrong matter during promotional campaigns. In the communications and media industry, it is imperative to use social networking properly to avoid endangering your company's reputation. Fortunately, you can learn about common PR mistakes and pick up some social media tips to garner the right attention.

As explained in this blog post from BBC news, several companies have been recent victims of hashtag hijacking, which occurs when unhappy consumers make complaints and accusations using branded hashtags that businesses have used to advertise their products or services. This consumer tactic can have far-reaching ramifications for any company, let alone if you’re in the communications or media industry. After all, if you can't manage your own PR campaigns and keep them positive, it becomes hard to convince potential clients you’ll be able to successfully handle their public images.

To help avoid the hijacking of your hashtags, follow these social media tips to make them less desirable to Internet pirates:

• Don't create self-serving hashtags. For example, #whyyoulove(yourcompany’sname) is just begging for others to use it negatively.
• Create tags that offer a benefit to your followers. For example, create a special tag that consumers can use to enter a contest or ask for help with certain dilemmas that businesses face in the communications or media industry.
• Don't use generic or easily misconstrued hashtags for a PR campaign. While this may seem like a good way to avoid hijacking altogether, the lack of relevance won't help you attract positive attention for your company. To ensure you reach your target market, create tags with keywords that match the corresponding messages.
• Create tags that represent your business without using the official name of your company. This way, it becomes more difficult to use the tag against you. For example, use #PRGreenCampaignMinnesota for a specific green project you are working on, naming the region your company is located in for consumers to find you, rather than your actual branded name.

When used correctly, hashtags can help your potential client list grow by reaching consumers who may not have considered using your company’s services for their professional or personal causes.

The importance of social networking in today’s fast-paced world cannot be ignored. Additional tips include:

• Don't use social media only to talk about your communications or media services. A slew of advertisements will soon bore your followers, and you'll lose them.
• Create a sharing environment. Share your contacts' accomplishments and comment regularly on their updates to create the virtual relationships you need to get your brand names out there.
• Don't use your company’s social networking pages to voice your opinions about politics, religion, or other personal feelings—no matter how strong you feel about them. Your job on these sites is share information, not to start debates.
• Stay active on the sites you choose to join. Choose which networking sites will best help your business grow, and spend your time on those, without trying to spread yourself across every site you come across on the Internet.

For additional tips, join communications and media online communities for the latest developments in how to use social networking to the advantage of your company’s image.

As with any other tool on social media sites, hashtags have the power to establish new relationships in your industry—and to destroy existing ones. And, as with any weapon, the best tags can be stolen and used against you. Choose, and use, them wisely.

(Photo courtesy of freedigitalphotos.net)