Last week, Jeff discussed the Good versus Evil of using hashtags for social media measurement. This week, we’re focusing specifically on the hashtag fail. Brands use hashtags on a regular basis to engage their communities around their marketing campaigns and track the conversation. While some hashtag campaigns are a success, others aren’t so lucky. Here are some ways brands can prevent hashtag fails, as well as strategies for dealing with a hashtag crisis once it arises.

How to Prevent a Hashtag Fail

What better way to deal with a hashtag fail than preventing it in the first place? Here are some points to consider before you hit the tweet button.

Do Your Research

If you tweet a hashtag without doing your research, your brand could find itself in a lot of trouble. You don’t want to step on anyone’s toes or inadvertently involve yourself in a conversation where you don’t belong. Before you decide on a hashtag for your campaign, look it up on Twitter to see if it is already being used and in what context.

Be Wary of Trending Hashtags

While it might be tempting to include a popular hashtag to get your campaign noticed, don’t align yourself with a topic that doesn’t fit with your brand or that is sensitive or controversial. For a great example of how to incorporate trending hashtags successfully, check out this tweet from the Red Cross.

We may not collect #tigerblood, but we know our donors & volunteers have fierce passion for doing good! #RedCrossMonth

— American Red Cross (@RedCross) March 2, 2011

Timing is Everything

Even if you’ve carefully researched your campaign hashtag, consider the timing. If your company is already going through a difficult situation, an ill-timed hashtag could cause more problems. Consider how the hashtag could be perceived by your community and anticipate all possible reactions. If you have any doubts, postpone your campaign or take another course of action.

Be Consistent

Keep your brand messaging and tone consistent for your customers. Before you launch a hashtag campaign, ask yourself if it is in line with your brand identity. Likewise, make sure the tone of the hashtag fits your brand. If your brand is known for being more on the reserved side, a silly hashtag might not jive with your community.

How to Handle a Hashtag Fail

You’ve launched a hashtag campaign and it isn’t going as planned. While you can’t take back your hashtag, here are some strategies to deal with the situation effectively.

Be Quick to Respond

The longer you go without taking action, the worse the situation will be. Decide if and when you will stop promoting the hashtag and implement your backup plan. Also, acknowledge the reaction of your community, both positive and negative. You can respond individually or send out general tweets, like Qantas Airways did in response to feedback around its #QantasLuxury campaign.

Wow! Some very creative tweeps out there. Keep the entries coming #QantasWeHearYou

— Qantas Airways (@QantasAirways) November 22, 2011

At this rate our #QantasLuxury competition is going to take years to judge.

— Qantas Airways (@QantasAirways) November 22, 2011

Apologize

If you have caused distress or offended your community, an apology is necessary. Be clear on why you are apologizing, be sincere, and don’t make excuses.

Find the Lesson to be Learned

You’ve heard the expression “every cloud has a silver lining.” As stressful as they might be, hashtag fails can give you valuable insight into your community and the areas where you can improve as a brand. They also present you with an opportunity to engage with your detractors and potentially turn the situation around.

Hashtags can be a valuable addition to your marketing campaigns if used wisely. While nothing can guarantee you won’t find yourself in an awkward or downright unpleasant hashtag fail situation, the above pointers and some common sense will help with your peace of mind.

What are some of your suggestions for avoiding the hashtag fail? How do you think brands should react when a hashtag campaign goes awry?

Tags: conversation, hashtag, twitter