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1. the hashtag should be brief – either one word or a short phrase 2. the hashtag should be memorable and easily understood 3. the hashtag should not be open to multiple interpretations, or else it runs a risk of being used for the wrong purpose 4. the hashtag should not already be broadly used 5. the hashtag should not include another company’s brand or product name 6. after the creation the hashtag will become a communication tool for anyone to use and this cannot be controlled by the creator. When the customised hashtags are used consistently it will support the growth in brand awareness. For example, a company name should be included in every post the company makes. The followers can also reuse the hashtag to connect their post to the brand. (Asad 2014, 12-14, Wood 2015, 115, 181.) A great way to get attention with hashtags is running a contest that has a hashtag special- ly made for it. With a contest the company can encourage the followers to share their pho- tos on Instagram using company’s own hastags. Another effective way to promote the company hashtag is to promote it among employees, customers and partners. (Neher, 2013,115-116.) In terms of Instagram brand posts, for example Mango uses the #hashtags effectively in their campaigns. For spring 2015 they have a campaign called #SOMETHINGINCOM- MON and they use the hashtag on every related post and also use it on their other mar- keting channels. To illustrate the discussion above, below are screenshots taken from Mango’s official account in October 2015. 25PDF Image | Successful social media marketing on Instagram Minoshoes
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