How to avoid your hashtag turning into a bashtag on social media

How should brands talk to today’s always-on customer? Social media is a minefield for brands as British Gas discovered to its cost last year when its Twitter hashtag AskBG turned into a bashtag.

The trouble with these sorts of social media campaigns, according to Jeff Nicholson, VP of marketing Provenir, is that they’re telling consumers what to talk about and the conversation is all about them and not the customer. It’s a bit like having a friend who likes to control or hijack the conversation. (We’ve all been there.)

Talking on the DMA’s webinar The golden guidelines for actionable social engagement on 26 January, Jeff explained that the key was knowing how to listen for the right data cues and act on them without making the consumer feel like they’re being stalked.

It’s straightforward enough when it comes to direct mentions @yourbrand on social media, but what do you do if someone is looking for advice about a product? Should you jump in and if so how should you behave?

Most marketers would agree that if someone shares an update on social media “Just tucked my kids up in bed” a brand shouldn’t jump in with a “That’s great to hear. By the way we’re offering 20% off beds this Friday” but what if someone is asking about car insurance or has just tweeted that they’ve passed their driving test?

This is where a delicate balance must be maintained based on what the customer is expecting a brand to be listening to and when and how to respond.

Brands also need to build trust with consumers by starting conversations about what they care about but being careful to avoid the creepy factor. It is only then that brands will make the most of the opportunities in this ultra-connected world. What consumers want is an honest, open relationship with brands who know them and are prepared to talk to them on a one-to-one basis about the things they’re interested in.

By Smarayda Christoforou, Copywriter, DMA

Listen to a recording of the webinar for free.