#Hashtag or not to #hashtag, that’s the question….

sign4climateThe advent of social media is making the once “off-limits”, highly exclusive meetings less exclusive and more participatory.

Take the World Economic Forum…. Back in 1971 when Professor Klaus Schwab kicked off the then “European Management Forum”, this event was an exclusive meeting for a select few. As the event and the institution evolved into the World Economic Forum (WEF), it continued to remain pretty exclusive, until the early adopters in the room started tweeting.

That was the beginning of democratization of WEF. The live reporting allowed those of us “outside the room” to know in real time what the world movers and shakers were up to. It also allowed “those outside the room” to take part, share their views and dare I say influence the future.

With the advances of technology and more specifically thanks to live webcasting, live reporting, SnapChat, Facebook Live, Google Hangouts, the once exclusive events are becoming more and more participatory.

I consider this democratization as an excellent opportunity for influencing policies and politics. This said, I also acknowledge that for it to work, we all need to be engage and embark on the journey in a responsible way.

As social media strategists, the opening up of meetings to “those outside the room” demands that we decide whether it is best to set up event specific social media channels and/or use event specific hashtags.

There are many opinions out there and it goes without saying that folks need to assess and go with what suits them best. In this blogpost I am offering my take based on my own personal experience.

Personally, I would not create an event specific channel. And here is why…..

Think about it – an event has a start and end date. While you may be able to populate the channel with compelling content before and during the event, think of how you’ll go about maintaining it after the event is over. Also, think of what is required in terms of time and effort to build a solid follower base so that your content reaches those who need to know about it.

Here is an alternative to creating event specific channels…. Why not use your already well-established social media channel – that is to say your corporate account(s). By doing so you are not starting from ground zero. You already have a solid follower base and more importantly you can count on all those folks who care about your work and who are willing and able to advocate on your behalf.

This means you do not have to go through a lot of trouble to drum up interest provided you share compelling and engaging content. In doing so, you can leverage your followers networks to raise awareness about your event. At the same time, by using an existing and well-established account you’ll be able to mesh your event content with other type of content, thus providing the necessary depth and breadth.

Keep all of that in mind and let’s add another element to the equation to make your event super special…. And here comes the almighty HASHTAG.

Hashtags are your best allies. They allow your content to standout and allow you to aggregate your content across platforms. A good hashtag is as good if not better than a compelling content.

You know the saying “a picture is worth than a thousand words” Well a good and well-thought out hashtag is worth a thousand words…..

When you embark on crafting your event hashtag, you may be tempted to have your own proprietary hashtag…. Take a minute and check to see if there is already a hashtag that you can use. Check out some of the trending ones and see if any one of these can fit your bill.

Remember, you want to engage with the audience, therefore building on a hashtag which has a solid presence and where there is good conversation going on will only increase chances of your content travelling across platforms and allows a wider audience to engage with your content.

Creating hashtags is a fun exercise, as it allows the team to put on their creative hat and come up with cool stuff. Below are some tips on how to go about to create a memorable and “viral” hashtag.

  • First and foremost, sit down with your team and brainstorm.
  • Secondly, make sure the hashtag is consistent with your brand.
  • Thirdly, make sure your hashtag evokes emotions and is action oriented.
  • Fourthly, make it short and sweet.
  • Fifthly, since you are having fun in creating it, make sure it is clever and humorous.
  • And finally, test it to make sure it resonates with your audience and leaves no room for “misinterpretation”.

With your super awesome hashtag in the back pocket; you are now ready to rock!!!!

Start using your hashtag two weeks before your event. Ask your audience to post relevant content using your cool hashtag. Use it as part of your live reporting, be it on Twitter, Facebook, Instagram or if you are blogging.

In reporting live from your event, use text, photos and videos to share with the folks “outside the room”:

  • the mood in the room and what’s happening in the room
  • the backstory
  • great soundbites

Use the hashtag to keep an eye on the conversation and at the end of your event, use Storify to compile the best soundbites across platforms.

As a final act, thank your followers for taking part, inform of them on what’s next and/or your next big event. Remember to share your Storify compilation using the ALMIGHTY HASHTAG!!!

#ThatsallFolks! Do let me know if there is a specific topic you want to learn about and we’ll indulge. See you next month.

Roxanna Samii

Chief Digital Strategy at UN Environment https://www.unenvironment.org/

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