Why brands fail to connect with Twitter users

Hashtags are ubiquitous, powerful tools that provide value for users and marketers alike on multiple social media platforms, including Twitter, Facebook, Instagram, and Pinterest. Using hashtags (which are created by inserting a # symbol before a topic) and handles/screen names (which are created using an @ sign before a topic), users and marketers can track topics of interest and initiate and sustain focused conversations in real-time. This is why brand marketers are increasingly using hashtags in their ad campaigns (both online and off), thus making the hashtag as important a brand extension as a URL.

Unfortunately, many brands are missing out on conversations that concern them and their product lines because users do not always use hashtags or handles consistently. For example, in a recent survey of Twitter conversations concerning Nestle's Kit Kat brand candy, 77 percent of conversations in which the Kit Kat keyword appeared did not contain the brand's hashtag and 95 percent did not mention the brand's handle.

Source: Why brands fail to connect with Twitter users - iMediaConnection.com

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