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How To Build An Effective Hashtag Campaign

Written by Kevin Wood

Monday, January 12th, 2015

Hashtag Campaign

Hashtags have slowly become a part of the popular culture, especially the digital culture. Over time they’ve grown to become a central part of an effective social media campaign. However, if you’re just getting started with using hashtags they can be overwhelming, and frankly a bit confusing.

Once you get the hang of using hashtags it will get much easier, but it’s important to know the basics so you have a better chance at running an effective campaign from the start.

 

What Is A Hashtag?

In a way, hashtags can be seen as keywords. They allow for the aggregation of information that’s all based around a certain topic. Originally, hashtags were used by Twitter as a way to categorize their messages. Since their inception hashtags have grown across other platforms as well, including Instagram, Flickr, Vine, and more recently Facebook.

For instance, if you’re posting a picture of a tasty cup of coffee on Instagram, you may tag that picture with the hashtag #coffeelove. Or, if you’re posting a picture of a beautiful sunset, you could use the hashtag #sunset. Of course, hashtags apply to more than just pictures.

In order to utilize the power of hashtags for your business it’s crucial you create your own. You may be able to reach new followers by hopping on existing hashtags, but to truly create the buzz you’re looking for you’ll want to get creative.

A successful hashtag campaign will help to build awareness for your brand or business, or even promote certain contests or giveaways you might be running.

 

Rules For An Effective Hashtag Campaign

The most effective hashtags are short, sweet and inspire action. To get to that point it’s going to take a little work, but it’ll be well worth it.

 

1. Be Unique, But Not Too Unique

When you’re creating your own hashtag you’ll want to make sure it’s unique and memorable. If you already have a company hashtag you’ll want to improvise on this to show association, but still have enough difference so it stands out.

When it comes to length try not to overcomplicate things. Face it, no one will remember a hashtag that’s a sentence long, but it will also be hard to differentiate from other tags if it’s only a few letters long. Finding the right balance is crucial.

Your hashtag also needs to be relevant to the campaign you’re trying to run. For example, if you’re trying to create a hashtag around an event make sure the hashtag alludes to what the event is actually about.

Once you’ve come up with a unique, catchy, easy to remember, and slightly descriptive hashtag, then it’s time to move on.

 

2. Use It Across Multiple Channels

As was mentioned earlier, hashtags are useful across multiple social media platforms. When you’re executing your campaign you’ll want to have a presence on the social media platforms your audience hangs out at.

People use different social media platforms for different purposes, but your hashtag can help weave a thread back to your business throughout all these seemingly disparate networks.

This will help your hashtag get more exposure across more social channels, which will increase the likelihood of your campaign catching fire. Secondly, this will help people remember your hashtag, as they’ll be exposed to it in multiple settings.

 

3. Always Research First

You’d hate to tweet your super unique, extremely creative hashtag only to realize that another person has been using the hashtag for an entirely different purpose. This would not only be detrimental to the success of your campaign, but could also result in serious customer backlash.

It’s always worth it to spend time researching potential hashtags to see what comes up. Make sure you check across multiple platforms as well. By doing this beforehand you could avoid a seriously embarrassing incident for your company.
 
Overall, an effective hashtag campaign is all about using a memorable hashtag at the right time, all in service of your customers. The steps above will get you going in the right direction.

 

Photo Credit: quinn.anya via compfight

Fighting Spam On Your Social Ads

Written by Kyler Patterson

Friday, December 5th, 2014

The world of social media is supposed to be just that – social. It’s a place where people can freely speak their mind about a product, brand, or their favorite cat (we’re looking at you Grumpy cat). This can be amazingly wonderful for some advertisers, but then it can also be their worst enemy. This post will cover the negative effects of social on social (Twitter and Facebook) ads and how you can fight them.
Fighting Comment Spam

 

Twitter

The most common type of spam on Twitter originate from fake accounts posting affiliate links or links to their products. These users are essentially riding the curtails of legitimate advertisers in order to get some visibility for free. How effective is this for them? We don’t know.

Another type of spam comes from upset users. Although we all try our best to provide the absolute best products available, there will always be someone that is unsatisfied for some reason. These users can be very vocal about their opinions on social channels, even attempting to hijack otherwise civil threads with hate comments.

Fortunately with Twitter, you’ll be able to see comments on any of your posts coming through your notifications. So if you’re watching your notifications, you’ll be able to quickly identify spam. The downside is that you can’t delete any of these comments, deserved or not. You can mark them as spam, but the chance of them being removed is very slim.

For Twitter, you really have two options.

  • Leave the tweet alone and hope the spam doesn’t get noticed
  • Delete the tweet and recreate it in the campaign

The second option is one of the worst options because, as many advertisers will know, Twitter rewards engagement. So if you have a tweet that has a lot of favorites and retweets, the tweet will tend to show more often. Although, Twitter does reward freshness, so it is overall a balancing act and a judgement call.

 

Facebook

If you’re using Facebook’s “Boost Post” option, your ads are your posts on your page and you can easily filter through the posts with comments. However, if you’re using dark posts, then this is a much more involved process.

Similar to Twitter, the most comment type of spam is affiliate links, product links, and even profile or page links. On Facebook, these can be deleted and abusive users easily banned.

The next type of spam essentially consists of generally nonsensical, but positive comments. Mostly these are emojis and smiley faces. There are rumors that some fake accounts are created for specific purposes and these users click / comment in order to appear active. While we can’t verify this information, we aren’t going to usually delete the positive messages.

Currently, Facebook doesn’t notify page administrators of comments on ads. However, they do notify for likes, which seems slightly backwards. However, here are 3 methods of finding your comments on newsfeed and mobile ads.

1. Manually Go Through Each Campaign
I generally separate ad sets by display type. This makes it easier to go through all ads in these ads set in the campaign manager. The process is listed below:

  • Click ad name so a view of the ad will drop down
  • Look at view of ad to see if there are any comments
  • If there are comments, click “Ad Preview”
  • If this has a newsfeed element, you can click “View in Newsfeed”
  • This will open the demo in your newsfeed and you can click comments
  • Remove spam as needed

 
2. Manually Save Links To Add in Spreadsheets
This is a tedious process, especially for those that create a lot of ads. To start, you’ll need to complete the steps in number 1 above. Then follow these:

  • In the demo view, hit the arrow on the top right of the post
  • Click save post
  • Go to your saved posts (you can get there by clicking this link)
  • Click the post
  • Copy URL and put in spreadsheet
  • Delete saved post

The reason you have to delete the saved post is because you can only save one post per page.

 
3. Power Editor To The Rescue
This is the most efficient method I have discovered thus far. If you haven’t used the power editor before, don’t worry; it’s really pretty easy for mass edits. This helps grab all the posts you need (and the post IDs), and start viewing the posts. Here’s the process you’ll need.

  • Visit power editor (click here)
  • Download your ad account
  • Click the active section on the left for campaigns to grab just the active campaigns
  • Select all campaigns (if you filtered ad sets by display then you can select all those ad sets)
  • Click the export import button on the top. (Button has two arrows)
  • Choose Export Selected or Export All
  • Open the downloaded document
  • Play with the data until you have the “Ad ID” of your newsfeed and mobile ads
  • Ad ID looks similar to a:602000000000
  • Move these to a different document / spreadsheet / tab
  • Do a replace with CTRL + F to replace a: with https://www.facebook.com/?feed_demo_ad=

Your results will look like a string of lines similar to https://www.facebook.com/?feed_demo_ad=602000000000

If you notice in the spreadsheet, there’s a “Preview Link” column. I have not yet been able to successfully see the newsfeed links by using this. That’s why I suggest appending the Ad IDs to the URL above.

This process makes it easier to run through the list in a few minutes to go through the comments. If you wish to have multiple people, you’ll need to have them listed at least as an Analyzer on the Facebook account so that they can see the demo links.

 

Conclusion

Remember, not all of the comments and tweets on your ads are spam. Do keep an eye out for general support requests and other beneficial interactions as well.

It is always important to be responsive and helpful via your social channels.

If you have your own suggestions about fighting spam on your social ads, let us know the comments below!

Twitter Email List Targeting

Written by Kyler Patterson

Wednesday, September 24th, 2014

Target On Twitter With Email
 
For those of you who have been using social media advertising, you may know that Facebook has allowed for email list targeting for some time now. This feature is great because you can strictly target those users in your email list. Companies can even use their existing client lists to target them on Facebook for customer promotions and increasing customer value. Now, Twitter has entered the game with the option to upload lists to target with ads.
 

Why Email Targeting?

With email targeting, you can direct ads straight to those who you believe are the best for your promotion. For example, you have a list of customers who bought Product A and you’re having a sale on Product B that is a really good complementary item for Product A. Instead of emailing everyone on this list, you can run a campaign on Twitter to let them know about the sale. Or you can have an integrated campaign to email them and promote to them on Twitter.
 

Is It Just Email Targeting?

No. You can create a targeted audience with different types of lists. Email is usually what most businesses have from their clients. Not all request phone numbers. You can create lists with the following information:

  • Email
  • Phone Numbers
  • Twitter User Names
  • Twitter User IDs
  • Mobile Advertising IDs

 

How To Create A Targeted Audience

Creating a targeted audience with Twitter is pretty simple. First you will need to have a list generated from your CRM or email software. Then you will just need to follow these steps.
 

1. Click Tools on your Twitter Ads navigation bar. Then select Audience Manager.

twitter-audience-maker

 

2. Click “Create Audience” on the upper right side of the UI.

Audience Manager on Twitter

Here is a picture of the @HostGator audience manager. These are small lists for a specific purpose.

 

Target-Twitter-Audience

3. Give your list a name, then choose the type of list you are uploading. Remember that it will need to be a .csv or .txt file.

 
 
 
 

4. Select the type of audience you’re uploading

 
 
 
 

5. Upload your file

 
 
 
 
 

Things To Consider

Read the Twitter Ads Terms of Service. You don’t want your account banned for doing something you shouldn’t be doing.
 
Update your privacy policy about customer information being used for advertising if it isn’t already in there.
 
Separate your lists. Perhaps I just like granularity, but I like to see that we have 10k emails and 5k phone numbers that converted to targeted Twitter users. It was interesting to see.
 
On that same note, use multiple lists! Sometimes the email your customer gives isn’t the one they used for Twitter but the phone number is. You don’t want to miss out on being able to target them. For our lists, cell phone numbers matched up more than home phone numbers.
 
Don’t expect to launch a campaign immediately after uploading the list. It can take several hours for Twitter to match the contents on the list with users. I tend to upload my list before I go home for the day so that I can start the campaign the next day.
 
Match rate will be lower than Facebook custom audiences. With the same list, Facebook matched 4,400 users and Twitter only matched approximately 1,100.
 
Audience matches of less than 500 will be listed as too small and you will not be able to advertise to them.
 
That’s it about Twitter email list and audience targeting. Please feel free to ask any questions or express concerns in the comments below!

Facebook Ads Update: September 2014

Written by Kyler Patterson

Friday, August 22nd, 2014

Facebook-Ads-Update-Sept-2014
In March of this year, Facebook made some changes to the way in which ad campaigns are managed; essentially providing for better campaign management via increased granularity. This allowed for significantly better A/B testing; one example being the ability to split mobile ads into a unique ad set separate from regular newsfeed ads, which proved to be exceptionally helpful. Eight months later, they’re at it again with a new update.
 

Advertising Update 2014

Facebook Ad Structure
 
On August 13th, Patricia Lai posted news on the Facebook PMD about new changes in the structure of campaigns.  For those who like to exercise as much control as possible over their campaigns, these will again be welcomed changes. Let’s take a closer look.
 

What You Should Know

Ad Changes On Facebook
 
The biggest change for the September 2014 update is highlighted in the picture above. You may remember back in March, Facebook updated the campaign structure as follows:

  • Campaign: Objective
  • Ad Set: Schedule and Budget
  • Ad: Creative, Placement, Targeting and Bidding

The most notable change was the introduction of the ad set. For this update, Facebook will be reversing the roles of ads and ad sets.
 
With the new structure, it will look more like this:

  • Campaign: Objective
  • Ad Set: Schedule, Budget, Bidding, Targeting and Placement
  • Ad: Creative

 

When Is The Change?

September 1st, the rollout will begin on Ads Manager, Ads Create Tool, and Power Editor. By mid-September the rollout should be complete and all advertisers will be able to start using the new structure on October 1st.
 
If you are an API developer, you will have at least 5 months to update your systems because they will need to work with the new system by January 2015 at the earliest.
 
Advertisers, if you are using Ads Manager, Ads Create Tool, or the Power Editor, then you will see this change soon. If you are using a third party tool, you may not notice the update until 2015.
 
As for your existing campaigns, you do not need to make any updates to them at this time. You can continue to run these until January. At that time, Facebook will have the option to migrate existing campaigns within the Ads Manager.
 

Major Hints For Coming Updates

Facebook Ad Update
“This will also pave the way for launching advanced delivery controls, audience management, and a campaign spend cap in the near future.”
 
It is very exciting to see this platform evolve. Hopefully these new advanced controls will prove to be another useful evolution.
 
What do you think about these new changes and the path that Facebook is on with their advertising platform? Will it become everything that Adwords isn’t, or just another platform that doesn’t live up to the hype? Let us know in the comments!