Ultimately, successful marketing tells the world that you are the best at what you do. You use marketing to show potential customers why you are the best choice for them. Successful branding, on the other hand, works the opposite way. If you create a successful brand, your customers will tell you (and anybody else who will listen) why you are perfect for solving their problems. Positive brand mentions, therefore, can provide excellent proof you can use for your marketing campaigns. They also make your marketing task easier. Why invest so heavily in promoting yourself when your customers happily market for you?
A hashtag is just a word or phrase preceded by the #-symbol. The word or phrase would generally be some keyword or term that interests a group of people. In the case of branded hashtags, the keyword/term is a word or phrase related to a brand, often a marketing slogan, such as #ShareACoke (by Coca-Cola), #MyCalvins (by Calvin Klein), or #NationalFriedChickenDay (by KFC).
It is far better if you know of any concerns about your brand. You can resolve the problems you know about. However, you can't fix issues you don't know to exist, and your inaction can itself be looked upon negatively.
您还想了解积极的品牌提及。您可以利用这些来帮助您的营销工作。 通过跟踪您的品牌提及，您可以更好地了解客户对产品的感觉。即使是负面的，它也可能是有用的反馈。它甚至可以帮助突出显示您的产品开发的优先级better meet your customer's needs。
Better Understanding Your Customers' Point of View
Too many firms develop their products and services isolated from their customer base. They are often production-driven – designing and making a product and then trying to sell that product to a wary public. Marketing-driven companies usually work in reverse. They try and develop a product that better meets the needs of a particular niche of society. Product-driven companies start with the product and then try and find suitable customers. Market-driven firms begin with a preferred type of customer and then try and find a suitable product that they believe will be of value to that group.
You might even find unintentional side effects of your product (both positive and negative). More than one product has become best known for its意想不到的用法。一些示例包括：
Therefore, some brand mentions will be more relevant to you than others. For example, Snapchat will probably be unconcerned whenever they hear an "old person" (i.e., somebody over 30) complaining online that they can't understand who would be interested in disappearing photo messages. However, they probably listened carefully when their typical customers complained about their new interface a while back.
If you know your customers and how they perceive your brand, you can act to improve the situation. If a problem has been expressed via social media, it makes sense for brands to try and resolve any issue there too. Social media is one of the easiest ways to change brand perception. 了解您的客户的另一个原因是，它使他们更容易去他们的位置。如果您的客户在Twitter上花费时间，那么您也应该在那里看到。如果您喜欢时尚或美丽，it is a no-brainer tohave a professional well-presented Instagram account, easily visible to all you deal with.If you target a younger customer base, you should be sharing short videos on TikTok.如果您是其中的一部分或至少了解它们的对话，则监视有关品牌的对话要容易得多。
Wepreviously在我们的“在线拥有品牌的完整实地指南”。 You first need to consider what terms you are going to want to monitor. Ideally, this should be more than just your company name. You should considerwatching任何：
品牌关键字和常见变体（例如，苹果，iPhone，iPad，MacBook）
Product names (e.g., iPad Pro, iPad Air, and iPad Mini)
Campaign names (e.g., Shot on iPhone)
特定于行业的关键字（例如5G，国际漫游）
Product features and functions (e.g., iCloud, Siri)
竞争者关键字（例如，Android，三星）
C-Suite和品牌公共人物（例如，Tim Cook，Steve Jobs）
您可以使用“Google警报”。Each day Google will send you an email alerting you to cases where websites have mentioned your brand. Google Alerts will only send you a small subset of your brand mentions, however. There can also be quite a time lag between the mention and the reference to it appearing in your inbox. But it is free, of course.
Paid Tools You can Use to Monitor Hashtags and Your Brand's Reputation
3。谈话人士– Talkwalker includes hashtag analysis in its Social Media Analysis module. It contains full hashtag and campaign tracking, providing data relating to shares, reach, engagement, and mentions. You can use it for real-time monitoring of selected hashtags.
6。Meltwater – Meltwater includes a social listening component. It scours data from various sources, including Twitter, Facebook, Instagram, YouTube, blogs, podcasts, consumer review sites, and more. You can search for as many different keywords, brand names, or hashtags as you like.
7.NetBase – NetBase Quid is a consumer and market intelligence platform. It delivers contextual insights to reveal business trends, connect with consumers, and understand the story behind competitors and the market. One component of that is your brand health. NetBase helps you understand your brand health and consumer perception through the eyes of your consumers and the media.
8.Brandwatch – Brandwatch is a digital intelligence platform. Monitor mentions of your brand online to understand customer perception, spot changes in sentiment, and measure brand visibility – all in real-time.
12。锁孔– Keyhole is a powerful monitoring tool. Brands can use it to measure the impact of social media campaigns through social media reporting, social mention tracking, keyword tracking, social media, and event monitoring. It offers real-time metrics on any hashtag you can think of.
13。提到– Mention offers real-time monitoring, along with competitive analysis, social media management, custom insights, and automated reports. It uses tags to help you categorize content, making it easier to manage alerts. Tagging can be automated based on keywords you're tracking.
17.Hashtagify – you can use Hashtagify to search real-time data and insights about any hashtag on Twitter: popularity ranking, related hashtags, trends, and much more. You can track any hashtag on Twitter.
18.Hashtracking – Hashtracking includes eight features dedicated to helping you learn as much as possible about hashtags that interest you. Amongst other services, you can use it to track hashtags in real-time.
21。Tagboard – Tagboard gives you a quick, visual snapshot of how a hashtag is used across multiple platforms. It also shows you hashtags linked to the one you searched for.
So far, we have looked at the best practices for tracking how other people use your branded hashtags. But how should you use them yourself? What are the best practices for using hashtags in your social posts?
1。Creating and using your branded hashtags to promote your brand and products. As we have discussed above, you can track your branded hashtags, just as you can track mentions of your brand, to gain insight into how people look at you and perceive your brand image
虽然已经有许多成功的品牌custom hashtags, there have been many abject failures; hashtags ignored by all except a few hardy supporters, and even worse, hashtags that people have ridiculed for their insensitivity. You need to consider a few points when selecting a branded hashtag.
Ideally, you should break up each word in a hashtag with a capital letter. Using the Cheerios example above, notice how much easier it is to read #CheeriosHeartHuntSweepstakes than it is #cheerioshearthuntsweepstakes or #CHEERIOSHEARTHUNTSWEEPSTAKES.
与此相关的,您需要考虑一些words combine and any unintentional word combinations you make, particularly if you don't capitalize the first letter of every word. The classic failure here was when the promoters of singer Susan Boyle's music tweeted about a new album using the hashtag #susanalbumparty. Instead of increasing the singer's popularity, it resulted in ridicule because of the unfortunate juxtaposition of unintended words within the tag. At the very least, they should have broken it up with capital letters, making the intended message clearer, e.g., #SusanAlbumParty. Better still, they should have rethought their strategy and used a different combination of words. While hashtag tracking software will clearly have shown much increased interest in the promotor's hashtag, it is debatable whether it led to increased album sales.
