As victims of hashtag blindness Dorothy Perkins have this week reminded marketers of the dangers of using hashtags without thinking things through properly.
Hashtags are used on open social media platforms such as Twitter and Instagram to categorise tweets about specific topics so that users can find them easily.
They are also used by brands to track engagement with campaigns and increase visibility should the campaign start to trend.
The right way to use hashtags to promote businesses large and small has alluded many marketers and business owners over the years.
Sometimes they will be used on social media platforms such as Facebook and LinkedIn where they serve no real purpose and look out of place, other times they may not be appropriate or targeted to the right audience.
Arguably the most threatening but rib tickling hashtag mistakes are the result of hashtag blindness.
Hashtag Blindness Definition
Hashtag blindness is the usage of controversial, rude or euphemistic hashtags due to a lack of review and analysis. Leading innocently created hashtags to be interpreted in a damaging way by a mischievous audience.
Hashtag blindness is a rare but significant problem for brand marketers.
It emerges when you merge words together and/or to create or blend acronyms to create a new hashtag.
Not only do you have to check that the hashtag remains coherent and easy to understand, but critically you also have to view it through the eyes of the entire Twitter and Instagram audience.
An audience that will find different meanings and euphemisms whilst barely looking up from their morning coffee.
The first high-profile victim of hashtag blindness was Susan Boyle, who faced ridicule when her management used a hashtag to promote her new album.
The hashtag for Susan’s Album Party became #susanalbumparty, on first review this looks fine, but hidden within the words is a phrase that brought out the cheeky and mischievious side of the British public.
The latest sufferers of hashtag are Dorothy Perkins on Instagram. They had been posting pictures featuring a new campaign slogan “Love Dorothy Perkins” This was shortened for hashtag use to #LoveDP.
Innocent at first glance but DP is an acronym that is also used in adult entertainment and should under no circumstances be searched on Twitter or any other online medium by anyone who is not over the age of 18 or is using a company internet connection.
If you are still unsure of what to do to stay in control on social media then email firstname.lastname@example.org or call 07747116155 to find out more about the training we provide business owners and marketing teams.