At one point during the semester you’ll give a fifteen minute presentation on an important concept in social listening.
Find a topic you like, and then sign up for it on a first come, first serve basis. Sign up here.Links to an external site. (https://docs.google.com/spreadsheets/d/1iZ4ODN7TgE6s0-E_ERQ6qxVZFLs0kvtT3MNeV7fKVZk/edit?usp=sharingLinks to an external site.)
You’ll read the articles I’ve linked for your topic, and conduct your own research on the topic.
You’ll record a draft of your presentation individually. It is due 48 hours before class. Upload the recording (as an .mp4) file as a submission to this assignment.
I will review it and provide feedback within 12 hours of submission. You must review that feedback and then rerecord your presentation.
Upload the final recording (as an .mp4) file as a second submission to this assignment.
Lecture Topic 27: Monitoring Brand Hashtags on Twitter
27. Monitoring Brand Hashtags on Twitter:
– Assess how brands can navigate hashtag tracking on Twitter amidst changing access policies.
Lecture Description:
This lecture delves into the strategic practice of monitoring brand hashtags on Twitter, a critical approach to understanding real-time conversations about a brand, campaign, or event. Even with changes in Twitter’s API access policies, the importance of hashtags as markers of engagement and awareness stands strong.
Start by explaining the significance of hashtags as organizational signals on Twitter that aggregate content related to a particular topic, brand, or trend. Emphasize how they function as a barometer for the popularity and reach of a brand’s conversations in the Twitterverse.
Illustrate the process with a compelling case study of a brand’s hashtag campaign that went viral. Analyze the elements that contributed to its success, such as a memorable tagline, a strong call-to-action, or cross-platform promotion.
Provide actionable steps for monitoring brand hashtags. This includes using Twitter’s built-in search functionality, employing native tools like Twitter Advanced Search, and integrating platform analytics to track hashtag performance over time.
Discuss the role of Twitter’s user community in organically spreading a brand’s hashtag, sometimes in unexpected ways, and how brands can respond to and capitalize on these organic growth opportunities.
Probe the challenges that arise when brand hashtags are used in negative contexts or hijacked for criticism and controversy. Share strategies on how brands can engage in damage control and turn the tide back in their favor through responsive and adaptive social listening.
Touch on the impact of bot accounts and automated engagement on hashtag monitoring, discussing the importance of discerning genuine interactions from manipulated ones, which is increasingly important given Twitter’s evolving landscape.
Reflect on ethical considerations, such as respecting user-generated content associated with brand hashtags and navigating the balance between brand promotion and community engagement.
Conclude by evaluating the future of Twitter hashtag monitoring as social listening tools advance and Twitter’s own tools and policies evolve. Consider how brands might adapt to continue leveraging hashtags for meaningful insights and engagement measurability.
Your lecture will serve to impart the enduring relevance of Twitter hashtags in digital marketing strategies while navigating the contemporary limitations and considerations of the platform. By instilling a comprehensive understanding of best practices, challenges, and ethical usage, you’ll enable your audience to wield Twitter hashtags as effective instruments in their social listening arsenal.
