Fellow communications professionals, it’s time to say a long overdue farewell to the hashtag. We’ve had a good run, but if we’re being honest this relationship should have ended a long time ago. There are exactly two valid reasons to use a hashtag: 1) to join a trending conversation about a timely and relevant topic, and 2) to give event ...Continue reading >
Fellow communications professionals, it’s time to say a long overdue farewell to the hashtag. We’ve had a good run, but if we’re being honest this relationship should have ended a long time ago.
There are exactly two valid reasons to use a hashtag: 1) to join a trending conversation about a timely and relevant topic, and 2) to give event attendees a chance to coalesce in a digital forum to share resources and network with one another.
If your organization is investing in a Twitter strategy it’s likely that your primary goal is to tease content that will drive clicks back to your website. The less links that you give users to click on the better. News organizations like the Washington Post do a great job of this. Check out their Twitter feed. Nary a hashtag in sight. Just a short tweet followed by a link to the full article.
If you have the resources to promote your Twitter content via a paid strategy, then you definitely need to drop the hashtags. A general sponsored tweet campaign is going to charge you for every click on your tweet, whether that’s your website link or the random hashtag you wanted to use in an attempt to increase the reach of your content (which you’re already doing to great effect by sponsoring it). Objective-based campaigns are preferable as you only pay for the action you want, like a website click or email signup, but these aren’t yet an option for large campaigns that are invoice billed rather than charged to a credit card.
And now, a cautionary note. If you’re consistently using a unique hashtag related to your organization, your competitors will take note. Brands can easily and cost effectively target sponsored tweets to their competitors’ hashtags. This means that if Twitter users are searching for your hashtag or using it in their own tweets they’re going to start seeing sponsored content from your competitor. Burger King is targeting Taco Bell’s #BreakfastDefector. Surge (a Coca-Cola product) is targeting #PepsiChallenge. Pedialyte is targeting Starbucks’ #FrappucinoHappyHour.
(Good luck Pedialyte.)
Remove the temptation. Drop the hashtag.
As sad as it may be to accept, it’s not likely that you’re going to start a Twitter trend with your hashtag. If you’re feeling hashtag withdrawal and still feel the urge to throw one in here and there, please join the millions of Americans who have watched this video of Jimmy Fallon and Justin Timberlake, which should satiate your need for hashtags.Continue reading >
This year, we threw our hat in the ring to compete for the Hermes Creative Awards. These awards honor the concept, writing and design of creative work across traditional and emerging mediums. The Hermes judges received over 6,000 entries from 22 countries this year. We were thrilled that our client work received 7 total awards, including two ...Continue reading >
“Democracy is the worst form of government, except for all those other forms that have been tried from time to time” – Sir Winston Churchill. Mr. Churchill, you said it. If you have been paying attention to the United Kingdom’s Parliamentary elections, you know that this has been a spectacularly boring affair, even by British political ...Continue reading >
As the dust begins to settle around the launch of Apple Pay we can now step back and take a look at the initial impact of the mobile payment technology. Let’s first note that Apple Pay is not the first entrant into the mobile payments market. Google Wallet, Square, Pay Pal, and a number of others came before Apple Pay. What made Apple Pay ...Continue reading >
In American politics, there are three major players: Republicans, Democrats and expectations. If you can beat expectations, you can do anything. Between the Republican field for president in 2016 and the potentially large field to fill Democratic Senator Barbara Mikulski’s Senate seat in Maryland, there has been no shortage of handwringing and ...Continue reading >
This week, VOX Global announced the formation of its cybersecurity and privacy practice with FleishmanHillard. This new offering brings together a range of experts who can provide clients with a complete range of services to help them cope with data security and privacy challenges inherent in today’s digital society. Corey Ealons, SVP and ...Continue reading >
VOX Global’s President Robert Hoopes reacts to Senator Burr’s comments about the Cybersecurity Information Sharing Act (CISA). He speaks with Alix Steel on “Street Smart.” (Source: Bloomberg).Continue reading >
NASA recently reported that 2014 was the hottest year in recorded history, with 9 of the 10 warmest years on record all having occurred in the 21st century. The impacts of climate change are already being felt around the world, and the scientific community has concluded that it will get worse if nothing is done. With that backdrop, world ...Continue reading >
Date: Thursday, July 23, 9 a.m. to Friday, July 24, 12 p.m. Where: U.S. Chamber of Commerce, 1615 H St, NW, Washington, DC 20062 See map Register here. The U.S. Chamber of Commerce Foundation Corporate Citizenship Center is partnering with VOX Global to offer an exclusive day and a half executive leadership training program ...Continue reading >
The burgeoning Commercial Unmanned Aerial Systems (UAS) industry was surprised this weekend by the FAA’s release of its proposed rules for UAS. The 60-day clock is running for comments, and key stakeholders have been keen to weigh in. The FAA has provided a few key answers, but even more big questions. What do we know? Commercial drone ...Continue reading >
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