The hashtag (aka the pound sign, #) is a ubiquitous part of social networking at this point. The purpose of the hashtag is to be able to track and lump a strong of asynchronous messages together for later review and analysis.
For example, a group of people coordinate and use the same keyword at the end of every tweet. You probably saw this at SXSW this year when people were ending their messages with #sxsw. You can use third party sites to aggregate those messages into a single string that is ordered by date to see how events unfold.
However, the hashtag is also being used to track the community's brand engagement. Situations like #motrinmoms, #dominos and #amazonfail now have a public timeline that will remain in place forever. The massive volume of similarly tagged content will make it very easy for anyone to find what happened and see how the company responded across search engines and social platforms.
An argument that people have used to avoid engagement in this space is that it's a relatively small sampling of people who engage in these networks. Regarding the Motrin Moms controversy, an Advertising Age article quoted a Lightspeed research study that stated 90% of women had not seen the Motrin ad that spawned the backlash online. Of the 10% who did, 8% said it negatively impacted their brand impression. While that is a small number, you cannot underestimate the power of small, passionate groups of people who use turbocharged platforms to connect with and influence other like minded people. Wildfires can start with a single match, right?
Internal listening is paramountI can partially understand when companies have some hesitation in listening to the broad community and engaging. It's time consuming and you have to have a corporate culture to make it work. However, I do not understand companies that do not listen in the social space for employee engagement issues, brand perception problems and platform breakdowns. These types of issues are having an impact on Dominos and Amazon right now.
#dominos: This one is picking up steam now. For more info on what happened, go here.
#amazonfail: This ramped up a couple of days ago when a "glitch" in the Amazon system starting delisting GLBT titles. People responded to the "glitch" with the hashtag #glitchmyass. It seems to be trending down at the moment.
[Update] Here is page one of the Google search result for Dominos as of 10:30am on April 15, 2009. Notice entry #3 from YouTube, the top news story as well as the next three stories after the new results.
The bottom line is that these companies should have been listening and engaging all along, should have been prepared earlier with real, honest, personal responses and taken proactive steps to make things right with their community. Waiting a day to respond is WAY too long, waiting hours may even be too long.
Some things to think about:
- Listening is more important than ever
- Active listening can pick up issues before they become crises
- Community building is key (in advance of an issue)
- Events are being linked together by consumers for all to see
- The content of those interactions will live on forever
- The content also appears in search
- A few, passionate individuals can dramatically hurt or help a brand in its interactions online
Do you go back through hashtags to see conversations over time? Have you come across them in search results?
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