This Week's Merge: Social Is Not A Communications Tool, It's A Connection Tool
June 6, 2014 at 6:11 AM (PT)
JACOBS MEDIA Dir./Digital and Social Strategies and MERGE author LORI LEWIS writes, "The next time you think about tapping into cultural trends like hashtag campaigns, ask if it can be used against you. If so, attempting to create organic, user-generated content via hashtags is likely to backfire.
"The key in using social is to know your brand's values, how to communicate them, and exceed expectations.
"And if you aren’t sure about the perception of your brand’s social reputation or you aren’t sure about how to start a hashtag campaign, ask the opinion of an outside voice. Don't bring embarrassment to your brand like the WASHINGTON REDSKINS or how so many other brands have in the past."
MERGE is written to assist the radio and record industry in the digital and social space.