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Engagement in social networks: how to create community using hashtags

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Engagement in social networks: how to create community using hashtags

Social media is an essential part of our digital marketing strategy. A complement to expand the scope of our content as well as being a space that gives rise to the creation of communication channels and the creation of a personal brand.But in such a noisy environment, how do we stand out? How do we do it to create that sense of community that we long for?In this article I would like to review the main social networks and give you some tricks on how to achieve that engagement on social networks through the use of hashtags. Do you sign up to continue reading?The current landscape of social media
Currently, for me, there are four social networks that are now occupying the podium: Instagram, LinkedIn, Facebook and Twitter. For this reason, I am going to focus my article on these four communication channels. Although these are the four most important how can i get a uk phone number of the moment, the ideal would be to talk about social networks taking into account what you need for your business, your personal brand and, aboe all, adapting to the audience you are looking for.In this article I am going to discuss the use of hashtags in each of these networks and show how they have adapted in each case, what new features have been applied and how we can do to create engagement in social networks and have a better connection with our community , or how to create one.

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Before getting into the subject, we are going to answer an initial question that will help us better understand the rest of the text: what is a hashtag?A hashtag is understood to be a word or a series of words or characters that are preceded by the pound sign (#). It is used to create a conversation thread around a specific topic. In Spanish it can be translated as “label”.Once this term is clear, I am going to analyze the current state of the four social networks that I mentioned at the Betting Email List of the post and how the hashtags should be used in each of them. Let us begin!Instagram
Along with Twitter, it holds the reign of the hashtag. What we must understand is that the hashtag is like a keyword. Factors such as competition, audience or the creation of our own hashtags are some ideas that we have to be clear about when we are going to propose the strategy we want to follow.Community hashtags : we can use them to publicize our brand. The typical #foodporn or #picoftheday are highly competitive hashtags, and our content can get buried under a lot of content from anywhere in the world. However, with less competitive hashtags, but with a good community feeling, we can get our brand to start appearing in the search engines of the application and that new users find us. You just have to take into account the hashtags of the sector in which we would like to appear and try to influence several publications.
Brand hashtags : they are definitely the ones that help us create community through User Generated Content (UGC). What’s more, 70% of hashtags are branded content . This tells us that we can generate valuable content by creating brand hashtags to build loyalty when we want to launch a specific campaign and want to add value to a product. Our user will use it to share their purchase, add value and link with the brand.social media engagement 1

(Source: InboundCycle’s Instagram )

At InboundCycle we work with hashtags like #lifeatInboundCycle or #somosgentemaja to build loyalty or for people to know and relate to us. In our case, they are hashtags that we use in the field of Human Resources (HR).Our intention with its use is that a user can find, through these tags, content about what the team is like on social networks, and seeks to achieve engagement with those people who may be interested in joining the team.Do you like what you are reading? Subscribe to the blog!
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It also works well when we want to launch a contest or something that introduces us to a new audience so tht they quickly link the brand with the hashtag.Number of hashtags : the maximum is 30 per post. Does this mean that you should always use them all? No way. Sometimes, with only 5 you can get a good impact, but at first it is interesting to use several hashtags that you know will give you good visibility.social media engagement 2(Source: Hootsuite )New trend : being able to follow hashtags. Not only can you follow accounts, but you can also follow hashtags. In this way, your main feed will show you accounts that you do not follow but that contain that hashtag and which you might be interested in following.
TwitterHe is, without a doubt, the king of the hashtag. The inventor of this, so to speak. The power of the hashtag on Twitter lies in the ability to create community through news events or trends of the moment. Its use is something much more ephemeral than on Instagram, where the community loyalty in a longer way.Here we could talk about the well-known “News Jacking”: taking advantage of newsworthy events to spread valuable content about your brand related to the event itself. It is something very fast and in whose use you have to be agile and cautious. A well-managed News Jacking strategy can mean content that goes viral in a positive way or, conversely, that is seen as “seize the opportunity” to get a slice.

Hashtags on Twitter can be used to gather information on a newsworthy event of the moment where to insert content from our company or, in the case of wanting to create own content with follow-up hashtags, as we mentioned before with Instagram, we would be in front of the case of the keywords and their competition.The more competition, the more difficult it will be to position our content with very generic hashtags, where more and more people talk about content created by drones and fake accounts. Although Twitter does a great cleaning job in this regard, it will be important to keep that in mind!If we talk about the number of hashtags that we should use per tweet, in this metric from TrackMaven we see that the engagement drop rate drops drastically after more than two hashtags. So what matters is the content of the tweet itself, and the hashtag helps us to give it visibility within a trend, a brand tag or simply a unifying element.hashtags in relation to lengagment_Twitter(Source: TrackMaven )Facebook
Believe it or not, yes, Facebook is still at the forefront of social media. Personally, the use of the tool for some time has been more relegated to an audience that jumps generational fork or that looks for content not so directly on the wall but in groups. This is where the hashtag wins the game, even if it has not been used particularly well.The search for content on Facebook through hashtags has remained in a more closed area of ​​your own community or sectors, such as groups where to find content in a more unified way or brands. Users cannot use it in such a generalized way as it is content in closed profiles.That is where the great problem of the use of the hashtag on Facebook lies. Unless it is a brand with a company profile, or content within a group, you will not be able to monitor the content that your audience shares with the brand hashtag you have created or follow a trend in which you are interested. search new audience. Personal and closed profiles make it difficult to use them correctly.

As we have also seen on Instagram or Twitter in the same way, an excessive use of hashtags or, in this case, their length in posts, is proportionally related to the drop in engagement in the social network.social media engagement 4(Source: TrackMaven )LinkedIn
LinkedIn is perhaps the last of these social networks that has joined the search trend for hashtags, and although initially it only worked in its mobile edition, it has been established in the desktop function and you can already follow hashtags (as in Instagram) . In this way we will be able to create a community and that content that interests us appears, even if we are not in the network of people who do not hang up. Interesting, isn’t it?Click here to download the template “Social media plan in 7 steps”
This allows us to follow trends and even join something that we have discovered very recently thanks to our friend Sonia Duro Lima . LinkedIn alerts you by notification when a post in your environment has been trending in a hashtag that you have been following. As if you highlight the tweet that has had the most RT and interactions in the last hours. A good way to look deeper into the posts of acquaintances and keep an eye on the content that comes out!

I also want to mention the effort on the part of the LinkedIn team to implement everything related to post reactions.

engagement in social networks reactions linkedin

Something that Facebook already established in its day and that we discussed in our blog . This will also allow certain publications to have more reach with hashtags that we are tracking or content that we want to highlight.

After all, your audience expects you to be as organic and honest as possible. With original content.

behavior on Instagram

(Source: Sprout Social )

How can we generate content that stands out and captures the user’s attention?
The eternal question when it comes to managing social networks is how to get users to want to follow you and see what you post on them. The answer is: value content.

This statement is something very inbound but it is that true. To beat the algorithm we can only create quality content that is interesting for our user and that he reacts to it in a positive way.

Obviously there are some “traps”, such as, for example, configuring that our users subscribe to news from our social network so that it warns them every time we publish something. But it is something that we are not going to proactively achieve by everyone. So, to improve the impact of your publications, I am going to tell you in greater depth how to use hashtags. Keep reading!

The use of hashtags to improve engagement in social networks
As we have seen, the use of hashtags can help improve the visibility of your publications, of course, as long as they are used correctly.

In addition to providing visibility, the use of hashtags can help you create a community and retain your customers and users in general around your brand. To create a community, the ideal is to look for your own hashtags that perfectly represent your brand identity, since many users will eventually know you for them. So you already know!

Hashtag search tools
On the other hand, if you want to use hashtags to attract visits and users, you have to spend some time looking for the hashtags in the sector that are more competitive, just as you normally do with a keyword analysis.

For this you can use tools such as CoolTabs. You can do social listening for your own brand, but it also allows you to actively listen to the competition and see what hashtags are ranking for.

To do this, you have to enter keywords to monitor and see what content is positioned in the first positions, how those publications have appeared in search by hashtag and to what extent they have had impressions and interactions. In addition to doing that first search, the ideal thing is to track keywords that we are interested in monitoring.

Below, you can see an example of monitoring done with Cooltabs from the final of Game of Thrones:

got_tweets_totales.PNG

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got_usuarios_followers.PNG

(Source: CoolTabs )

How to use the hashtag correctly
There is a lot of uncertainty around how to use the hashtag correctly, specifically the order they have to follow and where it should be published.

Alphabetical order vs order of importance
In addition to filtering by order of importance, something that we will have already set by the kw search and its competition as I have commented in the previous point, we will have to think about the order in which we are going to publish the hashtags in the description of the image. It seems that the Instagram algorithm performs searches in alphabetical order, so it is a good idea to place them this way.

A trick to be able to do this in an optimal way is that we place the hashtags in a note, in a spreadsheet or where it is more comfortable, and order them alphabetically. Besides that it is a note that we can keep if we are interested in keeping these hashtags to use on a recurring basis in other publications.

Download the guide How to use social networks to find potential clients
In the comments or in the description of the post / image
I’ve read a lot on this topic here, and what I’ve found is that they recommend using hashtags in the photo description itself. Not only because of the fact that it is much more well collected for the user to browse and search for content related to the post, but also because from the exact moment you publish, search engines already begin to use all the content included in the description box, and that’s where your hashtags are!

If you have forgotten one and want to include it in comments, it will also help you to boost the publication, but it is without a doubt in the first seconds of publishing when Instagram starts to track and show content.

Creating a community: interact with your audience
When it comes to thinking of a strategy to beat the algorithm and create more engagement with your audience, the best thing you can do is interact with it. Instead of sending a message and nothing else, worry about them. How can you get it? I leave you with some ideas:

Ask them a question : it is something that will also generate comments, but it will also allow you to know their concerns, what they feel about the brand, how they feel about a new launch. That is, it is a 2×1 to encourage participation and to find out what users think.
Contests : interaction is guaranteed and not only that. But also the brand visibility that you are looking for with it. On many occasions, these contests contain requirements such as sharing, mentioning, following, etc. You make sure you reach a large audience mass that you may later lose because, after the contest, they stop following you, that’s true, but also, and if you do it well, attract a new audience that you are going to idealize and become is going to stay with you.
How to beat the Instagram algorithm?
As you may have seen when browsing Instagram and the rest of the social networks, for some time the possibility of showing users’ publications in chronological order has been eliminated, thus allowing their engagement. With this, there are three factors that are considered to show your publication:

News : those publications that have been shared recently.
Interest : those that have attracted the most attention.
Engagement : those that have received the most interaction.
For the algorithm to be favorable to you, the first advice is to publish quality content, both in the images and in the copy. In addition to this, well-used hashtags will help you improve your visibility; yes, you have to be careful not to fall into the shadow ban.

You have to know that publishing much more or much less will not influence how your publications are going to be shown in the face of the Instagram algorithm, just as it will not affect how you use videos or photographs.

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