Brands: What to Have in Mind When You Hashtag

If you’re one of the 69% of moms who checks Twitter at least once per day, you’ve likely seen the trending hashtag #AdviceForNewParents. 

It’s a little like the “What to Expect When You’re Expecting” for the new generation—a digital collection of quick and entertaining tips on childrearing from those who know it best—other parents!

For expectant or new moms, the hashtag offers an accurate look at what’s to come: a deluge of comments and suggestions from complete strangers ranging from practical and serious to outrageous and silly. The advice flows on all topics, in no particular order, with no regard for a woman’s unique circumstances or personal tastes.

For experienced moms, the hashtag offers empathy and a bit of solace when toddlers make a living room feel more like a war room. According to Twitter, 72% of moms use the social media platform to lift their spirits.

For marketers, getting in on this kind of focused social media conversation could create a huge opportunity to bond with a large group of moms on their level in a real and meaningful way. Twitter reports that 73% of moms use the service to follow brands they like or love—and 72% expect to have interaction with brands on Twitter.

But what are they expecting from these interactions?

Here are three simple tips to keep in mind when talking to consumers on social media.

1.     Be Respectful

Think of an existing hashtag like an event that started without you, or a conversation that didn’t include you. Take a moment to understand the tone and the mood surrounding the hashtag before using it. Hijacking a hashtag simply to gain exposure can create a negative impression with your audience.

 2.     Be Relevant

Have something to offer to the conversation. If you’re a brand reaching out to moms through #AdviceForNewParents, then be prepared to share some advice. What tips could you provide to moms that are uniquely associated with your brand? Avoid being vague and generic—code for “forgettable.”

 3.     Lose the Schmooze

Contrary to the advice in the movie Glengarry Glen Ross, you should not “always be closing.” While 78% of moms follow a brand for coupons and discounts, that doesn’t mean the brand should only focus on sharing promotional information. Mom is looking for a two-way interaction to build trust with her preferred brands—she wants to be heard, and she wants transparency.  Create posts that make coupons and discounts accessible to her, as opposed to creating posts that focus on selling to her.