Archive for the ‘Social Media’ Category

Is the age of influencers coming to an end?

May 7, 2018

 

We’ve always loved seeing what celebrities get up to and in this digital age we can see every aspect of their lives through Snapchat and Instagram.

These days “regular” people can become celebrities by building up huge followings on social media channels and having a niche area that they specialise in from beauty to travel and most vague of all “lifestyle”.

We watch their stories every day and most importantly of all we believe everything they say. They influence us!

A certain brand of soft drink is declared the best – It’s sold out straight away.

This nightclub is where all the celebs go – Good luck trying to get in for the next month!

Companies are always told that user generated content is the best type of promotion as it is deemed to be genuine and an authentic view declared by impartial people.

People are cynical now so they don’t necessarily believe advertisements and especially not what the companies tell them directly.

There’s nothing better than the perfect girl next door “type” recommending your product and even better if she’s doing it off her own back!

Brands quickly realised this, which has led to the deliberate romancing of social media influencers, which has been a very effective tactic for the brands that know how to play the game.

However now everybody wants in.

Everyone wants access to that social media influencer that can help boost their products, services or message but in the “rush” very few are doing their due diligence on the influencers they are targeting.

Inevitably this has resulted in anonymous social media accounts like @bullshitcallerouter and @bloggersunveiled who are determined to call out these not so genuine accounts.

 

So far, these accounts have revealed the influencers that buy followers, don’t use the #ad code and more seriously the ones that are flouting the road safety rules but were part of a road safety campaign.

The people that follow those influencers are obviously disappointed with their behaviour but it all comes back to the companies who have chosen them.

By not doing the research on the influencers that they have chosen to work with, have they inadvertently harmed their brands?

A recent example comes from the Road Safety Authority (RSA).

The @bloggersunveiled account has been sharing images from the last couple of weeks of influencers that have worked with the RSA on their campaign last year but are not following the basic rules of the road as demonstrated clearly by images they shared on social media.

Over the weekend the RSA announced that two of the influencers they worked with last year on their “Killer Look” campaign will return their fees.

They have dealt with this well by stepping out in front of this and are working on protecting their brand and the message they are trying to send to the public.

The sentence from their statement that stood out to me the most was this:

There’ll be a lot more rigour around and due diligence done around influencers if they are being used in future,” the spokesperson said. “This medium is maturing.

Is it time for us all to be more diligent in who we choose to represent our brands?

Should companies have guidelines and codes of conduct for campaigns with influencers going forward?

It’s definitely time for us to be more aware and alert about those we choose to follow.

With the growth of fake news, fake followers and now, insincere influencers do we need to take everything with a pinch of salt?

Alma Brosnan - Fuzion CommunicationsAlma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

Check out the full article by Journal.ie on the topic

 

 

Cracking the “Social Media” Training Code

April 2, 2018

Social Media e-learning

Incredibly we have been running social media courses since May 2010!

This was the new thing, the new way to reach your customers and promote you and your business and it was free to use!!

I do think a big part of the reason it exploded at the time was because we were immersed in an awful recession and most people had virtually no funds to do anything, let alone promote their business.

So the simple advice was, grab the relevant platforms (at the time it was Facebook, Twitter and LinkedIn) and use them to tell your story and engage with your target audience.

In the earliest training that we delivered, it was all about the functionality – step by step we would show all the participants how to do everything on each of the platforms.

As time went on we changed the emphasis on “why” first and then “how“.

This approach was designed to get people engaged with the simple idea that, if you knew what you could achieve with social media and you understood the special role it could play in your communications mix, then you were more likely to dive in and apply the learnings.

I think this approach worked much better but there was still a problem, and I put this down to what I call the “teeth brushing” aspect of social media.

When you leave the half day or full day social media course (or any training for that matter) it is up to you and you alone to implement the learnings and make room in your life for a new habit, a social media habit.

To be effective for you, it should be just like teeth brushing, you just do it automatically as part of your routine.

To this day, I still believe that using social media effectively can be one of the most powerful ways of promoting you and your business as well as a brilliant way to make valuable connections.

So why are people not grabbing the opportunity?

The big challenge for me is getting those who take my courses to squeeze all of the potential from the social media platforms, and for the training to go beyond the initial sessions and integrate into their daily routines.

To crack the “training code” we have invested in an e-learning platform, which has enabled us to create unique follow-on programmes that consist of a series of short, practical exercises on each of the social media platforms.

These exercises are delivered to the trainees over a period of time to ensure that they can really learn, through daily implementation away from the classroom and in their own work environment.

If you want to make sure that you and your team, really, really learn let us know!

Check out our Social Media Training services by clicking here.

Greg Canty 

Greg Canty is a Partner of Fuzion Communications, who offer Social Media Consultancy and Training  from our offices in Dublin and Cork, Ireland

 

 

Is social media taking over our lives?

March 26, 2018

social media wedding

In a recent survey carried out by renowned bridal store, Kadee Bride, it revealed that 72% of brides-to-be feel pressure to lose weight ahead of their big day, while 10% also admitted to asking their bridesmaids to do the same!

The shocking statistic emerges in an era where social media plays a huge role in wedding planning, seeing it influence brides who want to look their best on their wedding day, not only for their guests, but also for their online presence.

Speaking to the two owners of Kadee Bride, Dee and Katt Shine, who have been in the industry for over twenty years they advised that this statistic doesn’t surprise them and how many brides compare themselves to other brides and other bridal parties who they see online on daily basis.

Speaking about the survey findings, co-owner of Kadee Bride, Dee Shine said “This stat comes as no shock to me as the majority of our brides at their first fitting will discuss what their dress will look like in a few months’ time when they’ve lost weight, with most telling us they plan to drop at least a dress size before the big day. We have noticed this trend creeping in over the years”.

Posting wedding photos on social media has now become the norm with photos going up on social media platforms within minutes of being taken, which has resulted in a new trend of brides and grooms either mentioning it at their ceremonies or printing it on their invites or booklets to:

please refrain from posting any images to social media’,

a request that would have once been a common courtesy, but instead nowadays has to be requested.

It begs the question, is social media taking over our lives and instead of a wedding being solely about the bride and groom and the guests they have chosen to share their day with, it is now shared with millions around the world within seconds.

I have used weddings as an example however it’s not only weddings where this comes into play, when you think about it we use social media for everything these days.

  • News Updates – Twitter and Facebook
  • Communication with friends – WhatsApp, Instagram, Snapchat, Facebook, Twitter, Viber
  • Interior design – Pinterest and Instagram
  • Wedding planning – Facebook, Instagram and Pinterest
  • Food reviews/recommendations – Facebook, Snapchat, Twitter and Instagram
  • Travel Suggestions – Facebook, Instagram and Pinterest
  • Sports Results – Twitter
  • Missing People – Twitter and Facebook
  • Traffic Updates – Twitter

Social media has well and truly taken over nearly every aspect of our lives…

Is this a good or a bad thing? Let the debate begin! 

Edel Cox - FuzionEdel

Edel Cox is an Account Director with Fuzion Communications who are a Marketing, PR and Graphic Design firm with offices in Dublin and Cork

 

Learning from Emma!

March 19, 2018

Storm Emma

This St.Patrick’s weekend, the snow threatened once again and it brought the memories and huge impact of Storm Emma, The Beast from the East and our very own Snowmageddon flooding back.

While there was major disruption, which threw our little country into chaos the stories of communities banding together to look out for, and after each other during the worst of the snow was heartwarming to say the least and gives us a fantastic reason to celebrate our special Irishness!

Thanks to social media we were able to capture some of these gorgeous moments and preserve them forever.

 

 

 

Storm Emma

Across the country, businesses are still counting the cost of Storm Emma. For some, business may have been booming and for many others, their financial forecast may be gloomy.

So why don’t we try and reward that strong community spirit, witnessed by many of us during the storms and let’s focus on supporting local business!

Buying a coffee – why not try a local roast house instead of a chain, looking for bread, maybe think of your newsagent, or better yet, your neighbourhood bakery, looking for a good book, or even the newspaper, why not pop into your local bookshop?

Beast from the East

 

Beast from the East

Local spending is powerful, because it circulates within the local economy, paying wages for example, which are also…..yes, you’ve guessed it…..spent locally.  

So now that the memory of our storm has passed, let’s all do a little bit to keep supporting each other, at home, and in business…

Alison Nulty, Fuzion CommunicationsAlison

Alison Nulty, of Fuzion Communications is a Senior PR Account Manager, Media Trainer and part of the Crisis PR team.

Some Twitter changes to curtail spam tweets and “Tweetdecking”

March 7, 2018

TweetdeckingIn a move to prevent the growth of spam and fake news, Twitter are making changes to their Tweetdeck platform.

To be clear: Twitter prohibits any attempt to use automation for the purposes of posting or disseminating spam, and such behaviour may result in enforcement actionYoel Roth, manager of trust and safety at Twitter, wrote in a blog post.

Note – this is ironic as Tweetdeck is their own application that facilitates this behaviour!!

For those of you who are scratching your heads now asking what is Tweetdeck and how it helps spread fake news/spam let me break it down for you:

Tweetdeck is a platform mainly used by digital professionals to monitor and post from Twitter accounts. For those of us who work in social media management, it’s a very useful tool where we can monitor what’s going on with all of our clients and post from their accounts, including the ability to schedule posts into the future.

However, in the last couple of years a new practice has emerged known as “tweetdecking” whereby users are tweeting content across many accounts added to their Tweetdeck in exchange for payment.

Have you ever noticed several famous accounts tweet the exact same thing at the same time? That’s tweetdecking!

Basically, what these accounts are doing is using multiple accounts to cause their tweets to go viral.

It can be something simple like a company trying to spread their offers, a celebrity trying to go viral or something more sinister when it’s someone creating fake news and spreading it.

If you see a tweet that has a huge number of likes and retweets and it’s appeared in your feed more than a couple of times, are you more likely to believe it?

With these new changes Tweetdeck users will no longer be able to bulk tweet, retweet, like or follow using several accounts at the same time.

These changes will also affect third party applications such as Hootsuite where you can do similar actions.

So, in a way it’s good news as it prevents users being able to spam others with fake news and nonsense tweets….

However, for those of us that use Tweetdeck and have those times where it’s relevant to post or retweet from two accounts, we’ll just have to do it separately and take an extra five minutes (we don’t have!!) switching between accounts.

Check out our latest Fuzion Win Happy Podcast where Greg Canty and Alma Brosnan discuss these changes and also the features of Tweetdeck and Hootsuite that may be useful to heavy social media users:

“Tweetdecking and other social media developments”

Fuzion Win Happy Podcast - Social Media Series

Alma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

 

 

 

Facebook algorithms and posts not quite reaching your audience anymore

March 2, 2018

mark zuckerberg

Algorithms, algorithms…. It’s the buzzword when it comes to social media these days but do the people talking about it even know what an algorithm is?

It’s not used just by people in the digital world now.

Your annoying Aunt Mary who posts her whole life to Facebook and thinks that when people post they’re sending it directly to her, is now sharing posts telling people to comment on her feed because Facebook will hide you away forever, otherwise!

This is slightly dramatic and not what the new Facebook algorithm is about…. Mark Zuckerberg actually wants you to see what your friends are up to.

In his announcement on January 11th MZ said that Facebook had changed the news feed algorithm to prioritise content from “friends, family and groups.”

Fuzion Win Happy podcast thumbnail [Check out the episode of the Fuzion Win Happy Podcast “Frustrated about Facebook where Greg Canty and Alma Brosnan from our digital team chat about this issue]

Since last June, he has placed a huge push on Facebook groups and using those to build communities.

The algorithm is just another one of those changes to (theoretically at least) help users see content they want to see (however, you may not want to see an album of Aunt Mary’s holiday pictures!) and interact meaningfully with their friends and family.

The only users being negatively impacted by these changes are Business Pages who have already built a solid audience through organic reach and engagement.

Facebook are now saying that Business Pages will still be able to reach customers through “meaningful interaction”.

What is meaningful interaction to you and your business page?

  • To some businesses, it’s posting special offers for their followers
  • To others, it can be rewarding followers with a competition and prize giveaway

Both of these types of posts are affected by the new algorithm.

Facebook have said using “engagement-bait” (deliberate content to get people engaging) to encourage users to comment or share is not a meaningful interaction and these posts will be demoted in the News Feed of users (eg – they won’t see these posts!!).

Examples of “engagement-bait” include:

  • React baiting: Asking people to react to the post (includes like, love, haha, wow, sad, and angry)
  • Comment baiting: Asking people to comment with specific answers (words, numbers, phrases, or emojis)
  • Share baiting: Asking people to share the post with their friends
  • Tag baiting: Asking people to tag their friends

So, all those competitions that pages ran asking people to “like, comment & share” are exactly what Facebook don’t want to see anymore.

(ironically most of these tactics were being used to “beat” the previous algorithms!)

How can Business Pages get around this?

You should follow what Facebook wants from you, and post relevant content that they believe your followers want to see.

Begin by creating quality content (in our view this should always be your number one priority, regardless of social media platform) that you believe will start a conversation on your page (ideally this will be a conversation between fans of your page).

Highlight the personality of the business and use that voice and tone consistently throughout your posts.

Include questions in your posts that will generate interesting answers in the comments so that you can then interact with your audience.

What we seem to have forgotten in all of this is that the point of creating a Business Page was to interact and promote your offerings to customers.

We all just got too caught up in counting the number of followers and wondering who those three people from Malaysia looking at your page were!!

It’s time to bring it back to basics and start building relationships with the followers on your Pages again.

Or if all else fails…. Just turn to Facebook Advertising!  

Is this the real agenda of Mark Zucherberg?

Alma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

Your “Story Telling” Process

February 7, 2018

Jeff Bezos

As part of your planning for this year we wanted to give you a simple Marketing framework using our Fuzion process, that might help to keep year on track.

We use this “story” framework for all of our clients and we find that it brings a very sharp focus to all marketing activity, to ensure the very best outcomes.

It is our job as marketers to help our clients tell the story of their business, organisation, products and services effectively so that when people talk about these things they say exactly what we want them to say.

When Jeff Bezos, CEO of Amazon declared that “your brand is what people say about you when you leave the room” he cut through all of the jargon about communications, and left us with a very simple task:

Know your story and then tell it effectively to your target audience – Simple!!

The Fuzion process

Our Fuzion Story Process follows some simple steps:

1. Understand your story – make sure you have a deep understanding of what makes you unique

2. Capture your story – all logos, visuals, marketing materials and your website must convey your story

3. Make sure your story is found – if you cannot be found online you are not in the game!

4. Tell your story – you have to proactively push your story out there (your traditional marketing)

5. Engage with your story online – make sure you have your voice on social media

6. Protect your story – be ready to protect and proactive about protecting your reputation

Your plan should take into account all of these elements and they should work together to produce the results you are looking  for.

We’ll go into each of these elements in more detail in further posts.

If we can be of help in any way you know where we are!

Greg Canty 

Greg Canty is a Partner of Fuzion Communications who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

 

 

Listening and doing nothing

October 11, 2017

Donald Trump - Twitter

Right now, we are living in an ever increasingly strange era.

A bright orange barely human is in charge of the largest nuclear arsenal in the world, and seemingly quite anxious to have a go at using it.

His counterpart in the East – with equally baffling hair – is egging him on and approximately 7 billion people are at the mercy of their moods. This will go down as the dumbest period of human life on earth, or at very least, as the dumbest period of untethered “leadership” in the developed world. 

On a somewhat lighter (but connected) note, both Twitter and Instagram have made some small but significant changes to their platforms recently, in an attempt to improve users’ experiences making them easier and faster to use. 

As users of social media for the past ten or so years, we should be ok with ongoing updates where features that we know and love are “updated” (i.e. removed or positioned elsewhere on the platform, in an non-linear manner – yes, I’m looking at you Facebook for all the things that you’ve done to the time-line. #smt). 

As recently as June 2017, Grace Kim, Twitter’s head of research and design said “…with lots of feedback and ideas from you, we’re refreshing our product… We listened closely and kept what you love. And for the things you didn’t, we took a new approach to fix and make better,”. 

But its quite apparent that these companies are not listening to their users. 

In this turbulent time, where people carrying swastika flags, can declare themselves NOT nazis, (note – we are deliberately not giving these words the respect of Uppercase first letter) and use Twitter to publish messages of hate and violence, where threats of sexual violence can be made against people for “offences” such as not shaving their legs, or wanting to be referred to as she/her or he/his, where people can be called offensive terms by the president (he doesn’t a capital “P” either!) of the USA for taking a knee protest, neither changing profile pictures to circles nor increasing the character limit to #280 was not on anyone’s agenda. 

Mike Monteiro has been an outspoken member of the Twitter community asking for DT’s removal for repeatedly touting the terms of service of Twitter, writing on Medium he says “DT has been violating Twitter’s “rules” for years. Calling out individuals, entire ethnic groups, dog whistling his violent white supremacist base, taking on a Gold Star family, a US judge of Mexican heritage, retweeting a gif of Hillary Clinton being attacked, going after journalists. This is hardly acceptable behaviour for a regular human being, much less a US President. Twitter has, rightfully albeit slowly, banned other users for similar behaviour. 

Monteiro intelligently and correctly has spent considerable amount of time and effort engaging with @Jack and @Biz (Jack Dorsey, Twitter CEO & Biz Stone, co-founder of Twitter) highlighting the many instances of misuse of their platform by extremists (I’m including DT in that description…) and what should be done with them, according to their own Terms of Service.

By the levels of engagement between them, they clearly see what he’s saying, but they aren’t listening or are deliberately choosing not to do anything having listened. If they were, there would be less hoo-haa about #280 (which, lets face it, just makes Twitter a rubbish Facebook) and more about ensuring that users behaviour on Twitter was appropriate, respectful and not warmongering. 

In a similar manner, Instagram recently updated its app, allowing users greater functionality (to use multiple images in a single post, landscape and portrait modes, and, errr,  stickers, similar to Snapchat – you know those annoying floral headdresses and bunny rabbit noses? Yeah, those!!).

Some of the updates have been great – threaded comments, the previously mentioned multiple images per post, and Instagram Stories, but there is one simple thing that users have been crying out for, and that is a chronological order of posts. 

Clearly Instagram, much like Twitter, is a commercial endeavour, not some sort of altruistic venture, and its algorithm is built so that the advertising (which thankfully has become less invasive in recent months) is aimed at the correct target audiences, but forcing users into a system that they have clearly expressed as not being something that they want, is a sign that a company is clearly not listening to its user base. 

Perhaps the numbers won’t fall, perhaps we have all become immune to asking for something from a service, and never getting it, but surely that’s a strange set of behaviours to adhere to!

What does any of this to do with design?

Well, everything we do in Fuzion Communications is a reaction to a briefing from our clients.

They tell us what they need and what they want, and we take it from there. Design is a heavy mix of solution providing, communications and creativity, and as designers a huge part of our process is listening to our clients to provide them with creative work, that satisfies their brief. 

Ultimately, our design comes from listening.  

Phew…that’s off my chest!

Jonathan Leahy Maharaj - FuzionJonathan

Jonathan Leahy Maharaj leads the Graphic Design Department in Fuzion with offices in Dublin and Cork, Ireland 

 

Facebook capitalises on Celebrity Endorsements and Influencer Marketing

August 31, 2017

Recently Facebook announced new controls and capabilities for branded content marketers.

What does this mean?

For brands

This means that any influencer sponsored content can be seen and promoted by the brand once it is tagged and flagged. This gives the brand the ability to publish the post and also reach bigger audiences by boosting it.

Facebook - Influencer content

Once boosted the post will then appear with a ‘sponsored‘ tag allowing followers to see what is a paid for collaboration and what is not.

Facebook - Influencer posts

Now I know people are thinking about ways of getting around this but lets face it, it’s Facebook and there is no way around the all seeing, all knowing Wizard of OZ!

What will happen and is happening quiet frequently already, is that Facebook will suppress posts that do not carry any budget. Without extra budget a collaboration with an influencer may not generate the desired results/visibility.

A really positive outlook for this new change with Facebook is that brands can have peace of mind when it comes to being properly represented and can be selective with who they work with. Another plus is that the post will appear as originated by the creator with access to the content insights such as reach, engagement, total spend and cost per 1000 impression(CPM) to help them determine the effectiveness of posts that creators tagged them in.

For Influencers/Celebrities

This new way of collaborating on Facebook is a great way to show their followers how selective they are when choosing a brand to work with and to show that they are loyal to brands, not just promoting brands for the sake of it.

A lot of influencers are already very selective about the brands they work with it but this will change how some influencers approach this part of their job.

It will also separate those who have always been true and honest to their followers from those who are taking everything on in order to build a following and reach that “Everyone who wants to work with me” status, ultimately rendering their audience useless!

For PR/Digital Agencies

For agencies this is great news and helps when preparing post-campaign reports as well as building relationships for all involved – We love MEASUREMENT! (well our clients do!).

Your clients can rest easy that the collaborations you have suggested with the influencers you suggested were worth the spend. With access to the content insights all parties can see the results enabling you to measure what activity was the most successful and with what influencer. This can determine who the client might work with again in the future.

This new approach could see brands turning to lesser know influencers or celebrities that are not as much in the limelight as The Kardashians but have a genuine following. Choosing to work with then could allow brands to reach a bigger audience that they may not have tapped into yet.

For more information check out the Facebook announcement here: www.facebook.com/business/news/new-controls-and-capabilities-for-branded-content-marketers

Arlene

Arlene Foy is an Account Manager with Fuzion Communications, a full service agency who have offices in Dublin and Cork. 

Fuzion offer a full Social Media Consultancy service.

10 Years of Hashtags – The Magic is in The Message

August 23, 2017

Hasttags Explained

I see the confused look on their faces and Hashtags are often just one step too far!

What is all this hashtag business?” I get asked.

At times it does feel like we are talking another language…

At my social media courses I think it is the one thing that definitely seems to bother people the most. It is a step too far: On Twitter they understand followers, they get following and know that tweets must be less than 140 characters but the mere mention of Hashtags and it seems to add that Tipping Point of confusion that never fails to get a few moans and groans of exasperation. Too much!

So what the hell are these nasty things and how and when might you use them?

In very simple terms a Hashtag is a means of adding a “tag” or label to a post (tweet) on Twitter by using the “#” symbol followed by a continuous set of characters. This is normally a word or a few words joined together.

For example if I prepared a tweet about a new shop opening in town I might tweet “Great to see a new shop opening on Grafton Street #Positivity

When you do this on Twitter it automatically changes the colour of this text, making it stand out and it also adds some “link” functionality to that word(s). If you click on this “link” Twitter will display a list of all the tweets where this hashtag was used.

In a way it gathers them together, which is really handy if it brings the reader to a bunch of tweets about a topic they were very interested in.

While Twitter will track popular topics and show you the keywords that are used most frequently in posts (trending) it will also track the most frequently used hashtags. If everyone who is talking about a popular topic uses a particular hashtag to label these posts it not only gathers them together but it also helps to get the topic trending.

Hashtag ExplainedSo when might I use a hashtag?

For me the single biggest advantage to the use of a hashtag is the simple colour change to that keyword. The text appearing in a different colour draws the readers attention to it and when used properly it can help to communicate the subject matter of that post. The link functionality as discussed earlier is an added bonus.

You can use your own hashtags (there is no ownership of them) or decide to join in on conversations about topics where a particular hashtag is being used already and use it in your posts – this can give you and your tweet visibility if this topic has stirred up a lot of interest.

For me a hashtag can be used in a powerful way to signify a Key Message of yours or a significant  “Breadcrumb” (click that link for my blog about key messages) that you wish to leave behind about you and your business for the reader.

You might use a hashtag to label posts about:

  • An event or concert #LondonFoodFest or #EP14 (Electric Picnic 2014)
  • Elections #LE14 (Local Elections 2014)
  • A place #Dublin
  • A cause #LGBTRights
  • A sentiment #LoveCork
  • An outlook #Positivity
  • A philosophy #WinHappy
  • A show #Murnaghan
  • Your team #LFC #YNWA
  • Publicising job opportunities #Jobs or #JobFairy

You can use the hashtags in very many ways to suit the occasion and to draw extra attention to the point you want to make or a particular keyword(s) in your post.

Murnaghan

You will find the more progressive TV shows will encourage the viewer to tweet about a topic being discussed and will suggest a hashtag to use – in a way the viewer is asked to “join the discussion“.

Hashtags are also appearing in adverts for brands, where they are often used to help create an association for the consumer between a sentiment and the product or service #LoveLife.

For me hashtags are used best when you decide on a “family” of these, which should be used consistently for you and your business.

Having decided on your key messages you might devise a range of hashtags that might best be used to communicate these little breadcrumbs about you and your business.

For example a restaurant in Dublin who prides themselves on using local artisan suppliers, who have an extensive menu with good gluten free and vegetarian options, who stock a range of craft beers and is very proud of the city and who offer free treats on a Tuesday, might regularly tweet using hashtags such as:

#SourceLocal #Artisan  #GlutenFree  #VegMenus  #CraftBeers  #LoveDublin  #TreatTuesday (hopefully not all at the same time!)

When you are posting you are best keeping your hashtags as short as possible, memorable and try to use them just one at a time in tweets. Used consistently and in the right context you would be surprised how quickly a place gets known for these things.

For example when I tweet I use hashtags a lot to draw attention to particular things in my posts and the ones I use most frequently are #Positivity (when talking about good news or job announcements) #WinHappy (when talking about Fuzion – this is a core philosophy) #FuzionFriday (when talking about our Friday lunch with the team) #FuzionPlaylist (when I mention the music playing in the office).

It amazes me when people play these back to me (“I’d love to join ye for FuzionFriday some day”) in the context that I intended and I then realise that I have managed to convey our key messages effectively by using this simple Twitter device.

I do fully understand people’s frustration with all of this new media and it’s quirks and idiosyncrasies but most of it is built to be easy to use ….once you know how!

You may prefer not to use hashtags at all (sometimes there may be no need) but if you want to get that special message across then start using this new language…

 #HashtagHeaven

Greg Canty is a partner of Fuzion Communications

Fuzion Communications offer Social Media Consultancy and Training from our offices in Dublin and Cork, Ireland


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