Last Thursday Cargo celebrated its fifth year in business and to honour the occasion we invited some of our clients, suppliers and friends to the swanky Bridge Tavern bar on Newcastle Quayside for a few drinks and a slice of cake.
In the days leading up to Cargo’s 5th Birthday event, we implemented the #cargoisfive hashtag across both Facebook and Twitter, which gave us the power to engage with, monitor and promote any relevant activity with ease.
Hashtags are essentially used to categorise your post on social media, which then ties the conversations of different users into one single stream, enabling people to see other relevant activity.
On Thursday morning many Twitter users implemented the hashtag to wish us a Happy 5thBirthday and those invited told us how much they were looking forward to the event, and more importantly how excited they were to sample the cake.
As 6pm on Thursday evening hit, our guests had used social media to ‘check in’ at our event online, statuses were shared, tweets retweeted and photos taken and posted all implementing the #cargoisfive hashtag. This online buzz continued through to Friday morning when ‘Thank You’ tweets were sent and replied too and last nights photos shared and commented on.
We calculated how far our hashtag travelled over the course of the two-day period, and the results show #cargoisfive was used on Twitter in a little over 50 tweets and reached a total of 4,076 Twitter accounts and made 17,000 impressions. Over on Facebook, the Cargo business page had just under 2000 visitors and hundreds of people engaged with each of our posts.
Understanding the full impact of your tweets and posts enables you to see how well they were received and how successful your marketing message is. If your hashtag has a low reach, you will have the potential to make a larger impact in a smaller space.
Thursday evening wasn’t only an eventful one for the Cargo team and co, on Friday morning we learnt that the #waterstonestexan, Mr. David Willis had spent his night locked in the Trafalgar Square Waterstones store, as staff had left and locked the premises unaware of his whereabouts.
David Willis resorted to social media to alert Waterstones of his situation and Twitter soon became obsessed. His initial tweet was retweeted 5.3k times and favourited 2.6k times.
Thousands of tweets described him as the #waterstonestexan and a huge nine thousand users campaigned to #freethewaterstones1, with over two hundred tweets per minute at its very peak, just after midnight.
These hashtags caught on quickly and were trending on Twitter even after David Willis was set free at around 1am on Friday morning.
Once a hashtag is trending there is less chance of one tweet creating a huge impact, however when contributing to a popular topic or conversation, you have a wider reach.
Hashtags are one of todays best, free shortcuts for navigating the social web
The best Twitter strategy is created with low and high impact tweets in mind and the use of general and specific hashtags help to diversify content.
Here are a few reasons you and your company should be using hashtags:
- Hashtags are searchable, which enables you to see what people are saying about your product or service at any time of the day.
- Results are important and grant access to a whole host of information about how many people have seen and contributed to your conversation.
- A quick search can determine whether the tweets received are positive or negative, tracking these enable you to gage the conversation and engage with the contributors necessary to ease any complaint. Or if its too late for those few negative contributors, you can amplify the positive sentiments by retweeting positive comments and engaging contributors in conversations which will help messages travel faster and encourage similar input from others.