The Danger of a Hashtag Campaign

Many big brands today are using sponsored hashtags on Twitter to further an advertising campaign. While it can lead to the desired results, often sponsored hashtags backfire. And in a big way.

For instance, Starbucks’ recent #SpreadTheCheer campaign in the UK began that their name was in the news for a financial controversy. Starbucks paid £8.5 million ($13.8 million) in taxes in Britain, despite sales of £3 billion ($4.9 billion). While many fans offered their genuine suggestions on how to spread cheer, many more people referenced the tax issue.

Earlier this year, McDonald’s faced the same problem with their McDStories campaign when thousands of Twitter users wrote about their negative experiences with the chain. Since using social media is now an integral part of all advertising campaigns, many more “bashtagging” incidents are sure to happen in the future.

Twit Pics from the Capitol

Lansing is in the national spotlight lately with the right-to-work legislation debate. This morning the State Police estimated that the current crowd on the Capitol lawn is more than 10,000 protestors strong and growing rapidly. Activity on Twitter is equally alive; #savemi, #righttowork, “Capitol” and “Michigan” have been or still are current trending topics so far today. With the protests comes the media frenzy– helicopters are circling overhead, reporters are tweeting, and photographers are going to extremes to get the perfect shot. We’ve been following the #righttowork movement on Twitter and want to share a couple of our favorite Twit Pics thus far.

Taken by @jameeurrea who tweeted, “Many thanks to the guy on the Capitol steps who put me on his shoulders to get this shot. #righttowork pic.twitter.com/kkFAJ8DK”

Snapped yesterday by @MelissaDAnders who tweeted, “60+ state police vehicles near Capitol for #righttowork protests pic.twitter.com/ZoO7qWH9″

Photo by @weezwrites who tweeted, “Doug Barnes of St. Johns has a message for @onetoughnerd #righttowork pic.twitter.com/juc8yn5QP”

Shot by @Anne_Savage who tweeted, “Gotta give these folks props they are rockin’ the house #savemi #righttowork http://lockerz.com/s/268148287″

Four Brands that Still Aren’t on The Social Media Bandwagon

These days, there aren’t many businesses that don’t have at least one social media presence, if not multiple. Companies are trying to keep their products at the forefront of consumer’s minds, constantly remind them of their never ending need for their products or services. Four Huge Brands, however, have managed to stay out of the social media AND stay more profitable than a lot of their competition. These big names do not have a Twitter or Facebook account under their name:

1. Trader Joe’s doesn’t do much traditional advertising, nor do they use social media to promote these grocery store locations. This hasn’t hurt them, however. In 2009, sales were around $8 billion- the same as the social media-friendly Whole Foods, according to Fortune.

2. Apple is one of the most well known companies in the world is also one of the most resistant to social media. Apple has neither a Facebook nor a Twitter, and there is no wind of them acquiring one any time soon. Brian Solis, principal analyst at Altimeter Group, does not suggest this method for less well known brand, however: “The truth is, if they didn’t have that momentum going into this new, connected generation they would have to do it,” he says. “They already had word of mouth and that word of mouth continues. They already had that momentum.”

3. Viagra, nor any other products of its kind, are in the social media world. John Mack, editor and publisher of the Pharma Marketing News/Pharma Marketing Blog, says FDA regulations are a major hurdle for pharma brands on social media “Another factor has to do with reporting adverse events — as may be mentioned in social medai conversations,” he says.

4. Marlboro, like Viagra, is not on social media either. Marlboro, and other cigarette brands, aren’t on Facebook and Twitter probably because it would risk breaking marketing restrictions in place on the category.  (Though the Tobacco Master Settlement Agreement that set many of the limits, occurred in 1998, long before the birth of social media.) The lack of visibility appears to have hurt the brand: Marlboro ranked number 10 on Interband’s 100 Best Global Brands in 2006, but was not even present on the list in 2012.

Tallulah’s Folly

While having a business plan is necessary, all business owners know that plans can and will change. When David Gregware found the perfect space in Lansing’s Old Town, he realized it was much larger than needed.

“I had to make it evolve from the flower shop,” Gregware said. And so Tallulah’s Folly was created.

Tallulah’s Folly describes itself as, “An eccentric retreat filled with a melange of unique offerings, flora & shenanigans.” The business is proud to support local artists and all of their food products are made in Michigan as well.

When it comes to advertising, Gregware said that he will occasionally use the City Pulse and that content is usually tied in with the Old Town Commercial Association, which he is very involved with.

Tallulah’s Folly is active on Twitter and Facebook, which Gregware said he spends about two hours a day working on. When their Twitter page was hacked last week and a spam email was direct messaged to all of their followers, Gregware was shocked. “I felt horrible,” he said. But after a password change and apology tweet, it seems like no damage was done.

Gregware admitted that keeping up with the changes on social media can be a handful. “It’s a learning experience every other week,” he said.

Stop by 1220 Turner Street this holiday shopping season to help support local artists and check out all of the treasures in Tallulah’s Folly.

 

 

5 Ways to Utilize Twitter and LinkedIn when Networking

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1. Find the authors of the content you read: Find influential people in your field and learn what they have to say about issues that pertain to you. Find them on Twitter and Facebook as well, and be sure to comment on posts. Let them know what you think.

2. Become an author yourself: write about what you know, there’s no better way to join the conversations about your field than to write about it.

3. Leverage Twitter Keyword Searches: Use keyword searches to find the things that you’re interested in. For example, if you’re in marketing… an obvious keyword would be marketing.

4. Join Relevant LinkedIn groups: members often share ideas and start discussions that are relevant to you. You could also connect with other professionals in your field.

5. Meet the people who are looking at you: Scan this once a week and consider why these people are looking at you.

Featured Business: The Soup Spoon Cafe

The Soup Spoon Cafe at 1419 E. Michigan Ave. doesn’t need to do much advertising. People are drawn to the warm, eclectic restaurant for the wonderful food and atmosphere. However, Owner Nick Gavrilide utilizes Twitter and Facebook with help from his employee, Alan.

Nick said that they don’t have a social media schedule or detailed strategy.

“Our plan is to build community and not always talk about the restaurant,” Gavrilide said.

They strive to be open and informative while keeping up personal dialogue with customers by answering questions or complaints.

Gavrilide explained that they use social media as a great way to share information, like the daily soups and specials, out so that people don’t need to call in and ask.

Today’s soup specials are: Pumpkin Bisque, Sweet Russian Cabbage, Black Bean Puree, and Creamy Dill. Stop by soon and warm up at the Soup Spoon Cafe!

Nick Gavrilide, Owner of the Soup Spoon Cafe

6 ways to integrate Twitter into your WordPress account

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Twitter and blogging seem to go hand in hand these days. Learn how to keep up with both by using one to enhance the other!

1. Embed tweets into a blog post… simply paste the URL in a new post and WordPress takes care of the rest for you

2. Put a Twitter Follow button on your page-followers don’t have to leave your page to follow you on Twitter, all they have to do is click and go on with reading your content!

3. Add a Tweet Button so readers can tweet your posts to their own accounts

4. Showcase your recent Twitter action in a sidebar on your page using Tweets Timeline Widget

5. Enable readers to tweet their comments they want to leave on a post… this could potentially draw in their followers to your blog and get you more readers

6. Finally, auto-tweet new blog posts. Make sure to keep a healthy balance on your Twitter, however. You don’t want to lose followers by only using auto-tweets on your account as that may come across as impersonal and detached from your audience. Intermix auto-tweets and personal tweets to keep the balance!

Hootsuite: Voted best by LSJ Media Blog Followers

 

63.64% of participants in last week’s poll, “What’s The Best Social Media Manager?” voted for Hootsuite. In response to these results, here is a tutorial on Hootsuite and why it is beneficial for businesses to use in relation to their social media accounts.

3 Ways Your Business Should Use Twitter Hashtags

Hashtags are a viable marketing tactic; they function as categorizing tools and search mechanisms. A popular local example would be #lovelansing— a search on that hashtag returns a huge range of tweets from a variety of people. Here are five easy ways to utilize the hashtag to help your business.

1. Seek Business-Specific Conversations

Occasionally check out broad hashtags in order to get a quick update. The #marketing hashtag produces a lot of small business-related content.

2. Keep it Simple

Keep your tags direct and easy.

3. Create Your Own Hashtags

Use Twitter for contests or to promote events and make your own creative hashtags.

Why You Shouldn’t Care About Influencers

Influencers are important, but when you have limited resources to dedicate to your social media brand presence, it makes sence to focus on allocating your resources to the aspect of your online presence that is going to have the most impact.