Let me tell you a little secret about social media marketing: big businesses are using you.
No, they’re not stealing your identity, and they’re not looking to trade your voice for a pair of rad human legs – but they are doing something pretty smart that you might not even notice.
That picture you posted on Instagram yesterday of Taco Bell’s newest Tex-Mex Frankenstein? Those hashtags: #TacoBae #ThinkOutsideTheBun? And your geo-tag showing you were at the combination Pizza Hut and Taco Bell? That was an ad… that you provided… FO’ FREE.
#tacobae pic.twitter.com/cdno8v34sP — Tevin Chandler (@tevinChandler) August 4, 2014
Yup, they got you. Your friends who never had that taco-rito-quesa-nacho now see what it’s like in person, got a testimonial from you, and are probably on their way to grab one now.
Want to know another secret? You can do this too, and I bet you already have.
Social media marketing isn’t just a business strategy anymore. We’ve seen it on a more personal level: #BostonStrong and the more recent ALS Ice Bucket Challenge have become viral and ingrained in pop culture almost overnight. Lately though, it’s gotten REAL personal. Hashtags are starting to pop up everywhere – graduations, proms, even weddings and birthday parties. It’s the newest way to market yourself, gathering photos, videos, and every interaction through a simple hashtag.
Julie Januszyk (formerly Van Fleet) used the hashtag #VanJan2014 – a combination of her maiden and married name – for her July wedding and it became an instant hit.
Thank you @BellaWeHa for a great time dress shopping for #vanjan2014! #blushbridesmaids pic.twitter.com/f7cxfBFu48 — Sara Grant (@ItsMeSaraG) December 1, 2013
“I originally thought we would just add a sign at the reception asking people to use the hashtag when they posted pictures,” Julie told us. “However, I started using it throughout our engagement — pictures taken during vendor visits and at our wedding showers (one in Connecticut, one in Chicago) — and soon, a few of my friends started doing it whenever they posted pictures from an engagement event like our showers, or when my bridesmaids took pictures of us working on wedding DIY things. Then, during my bachelorette party to Nashville, my girlfriends were adding the hashtag to every picture we took… which was a lot!”
#vanjan2014 congrats to my daughter Julie and new son in law Tim!! pic.twitter.com/9Iz9Uwx8fP — Mrs. Van Fleet (@platthdfs) July 28, 2014
The hashtag stuck. Julie’s father brewed his own beer for the reception, calling it “VanJan2014 Ale,” and her mother ordered personalized M&Ms to have at the guestbook table with “#vanjan2014” written on them. Friends and family used it on Facebook, Instagram, and Twitter.
“We were both so surprised that so many people were using our hashtag,” she said. “I think it just stuck because people were seeing us and our close friends using it on Facebook, Instagram, and Twitter. We didn’t really have to encourage people to use it. In fact, a lot of the pictures I posted throughout our engagement, my friends would add a comment with the hashtag if I forgot to do it.”
While the hashtag won’t be used now that the wedding is over, the Januszyk couple now has their own database of memories to look back on.
“The best part of including social media in our wedding was the excitement and connectedness that our guests felt being able to share their pictures, videos, and comments about our big day, and for us to see it all in one place,” Julie said. “Guests from all over, of all ages, were able to use, share, and acknowledge each other’s captured moments. Since we had people from Chicago, Connecticut, and then a variety of other locations, it was great to see people connecting over social media. Even my mother received new Twitter followers from our event! It made our wedding feel so much more inclusive.”
Want to try using your own personal hashtag? First, it’s got to be creative; you need a hashtag that sticks. While #ChasingPhishAlongTheEastCoast may be specific, it bulks up your character count and can also get mixed up (“Is it ‘Along’ or ‘Around’?”). Pick something unique, too. You don’t want to search through your hashtag to find a bunch of posts that have nothing to do with you or your event. Before you establish the hashtag, do a quick Twitter/Instagram search to make sure no one has used it before.
One last thing – if your friends want to use the hashtag, they will. Don’t force it on them, or it won’t be any fun!
