For anyone on Twitter today, the funniest hashtag going was #askDerekAcorah. Although Acorah has since said he had nothing to do with it, and thought it just as funny as everyone else, it highlights the pitfalls of trying to build interaction around a brand or personality based hashtag.
— Derek Acorah (@derek_acorah) April 29, 2014
It seems every other week, we watch the Twitterverse turn on a person or organisation who hasn’t thought through where it could go wrong.
A month, ago, Jenny McCarthy made the mistake of trying to build a conversation around #JennyAsks
The list goes on – #askJPM, #QantasLuxury, #McDStories, to name a few.
No one brand has a 100% happy customer base, and Twitter is a megaphone in equal parts for the fans and the detractors. Hashtags on Twitter had their origins with the users (it wasn’t until two years after Chris Messina suggested it that Twitter began to hyperlink them to bring conversations – and criticisms – together), and that balance of power has not shifted.
As a rule of thumb:
If you know your customers have pain points – and most brands do – then focus on building an effective customer service strategy through the platform, rather than trying to generate engagement and buzz for the sake of it. Delivering exceptional value for customers by addressing their needs will drive awareness in itself.
PHOTO – Theo