Hashtags are path to social media’s heart and soul. The popularity of a hashtag allows you to observe the topics, issues and areas that most heavily viewed and talked about by the general public. Certain hashtags can be used by millions of users on Instagram and Twitter and can be used by your association to connect with its members on a culturally relevant and relatable level.
Tapping into hashtags that are mega-popular can induce the fear of getting lost in a crowd or stepping too far from your organization’s mission and audience, but believe us when we say that your members are using these hashtags and when you speak their language, you earn their engagement.
The question now becomes, how do you make a generally popular topic relevant to your niche audience? Here are three popular hashtags and a few ideas on how to convert the broad use of the topics to relevant content for your association. The key to applying these three examples to timely trending topics is to be creative and to look at the issue from all angles to find the one that resonates the most with your members while also providing them value for their attention.
OOTD- Outfit Of The Day
The OOTD hashtag is super popular, especially on Instagram where users can show off their latest fashion choices for the world to see. Have some fun with this one and use it to promote certain pieces of important information or promotion to your members in an engaging way.
If your association is hosting a seminar or networking event, having a board meeting or participating in some sort of initiative, showcase the team spirit of your employees, volunteers or members by coordinating outfits and posting a picture with the OOTD hashtag. Not only is this a fun way to show off the event or project your association is putting together, but it also illustrates a culture of cohesion and community that is important for members to see. Other ways to use this hashtag are to snap a picture of the front cover of your magazine (what your magazine is wearing this month!) or to post an archived shot of members from years ago with a little story about the association’s history. This last suggestion brings us to…
TBT- Throwback Thursday
The TBT hashtag is one of the most veteran of the well-used hashtags and is often inserted into Instagram posts and tweets to highlight a memory and rustle up some nostalgic feelings. Using this popular hashtag is a great way for your association to recognize member accomplishments, draw attention to articles and news and to highlight the association’s past.
Everyone likes a little bit of recognition for doing something good and when a member achieves something significant is also looks good on your association. Create a TBT post that highlights a member’s accomplishments of the past and mention what they’re doing now to continue this success. You can also use the TBT hashtag to bring back a certain piece of association news back to the forefront, such as a new initiative that was create several months before or an article from a past issue of the organization’s magazine that is still relevant to today’s professionals. Lastly, take some time to dig up some archived association pictures and post them to your accounts. This is a fun way to look back at industry history and can even be a segue for your association to say how far its come and how much value it offers members in the current day.
Motivation Monday/Wednesday Wisdom
These two hashtags are used to provide some motivation and wisdom in equal parts to a user’s community and often come in the form of a tip or a quote that looks to get people inspired. Your association can use these common hashtags to inspire its members to take action or take advantage of their membership and provide very relevant value.
Use the Motivation Monday hashtag as a leap into a call-to-action among your members. Challenge them to write a letter to their local government representative about a legislative issue affecting the industry or tell them about the long-term benefits of attending a certain workshop at the association’s conference. You can even highlight a member’s success in a certain area or on a certain project and challenge other members to do the same. You can also take the Wednesday Wisdom hashtag and use it to unveil the benefits of membership to your audience. Ask those members who are most engaged and enthusiastic to tell you one piece of advice for new members and post about it using the hashtag. You can also draw young members to engage by posting a piece of wisdom from a veteran member and professional about how to make it in the industry.