Hashtags have become ubiquitous. They are popular on Twitter, Facebook, and Google+. Other social media networks use them as well. Of course, if you are a regular social media marketer, then you may be accustomed to branding yourself through hashtags, but you can engage with your audience through other hashtags as well, and one audience that is rich and primed for engagement is the TV viewing audience.
eMarketer reports that 15%-17% of TV viewers interact realtime while watching TV using hashtags. Why not join the conversation?
As the article mentions, Twitter is getting close to TV networks and focusing more on core features for users and marketers. If your audience overlaps the audience for a particular TV show, you can find out what that show’s hashtag is and join its fans in the conversation. Just keep a couple of things in mind.
First, don’t use the opportunity to promote yourself. Nothing will annoy a fan more than using their favorite show’s hashtag to promote your brand and products. Instead, focus on discussing the show’s characters and story. You can use your branded Twitter account to do this. It’s a softer approach and one that will be appreciated more by the show’s fanbase.
Secondly, don’t post too often. Depending on the length of the show, only post two or three times throughout the program. You can respond to tweets made by other fans, but keep your own posting to a minimum.
Thirdly, add value. If you do nothing else, make sure every tweet offers something of value to the discussion.
Hashtags are a great way to join a conversation. Simply being involved in the conversation is itself an act of marketing brilliance.