Printwear

August '17

For the Business of Apparel Decorating

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INTERNET STRATEGIES B Y K E L LY " R A G S " R A G L A N D Kelly "Rags" Ragland is the owner and operator of Rags to Stitches Productions, a holistic advertising specialty company that provides a range of services, from Web design and development to customized ap- parel. Read his blog at http://a-stitch.blogspot.com/. I 've often discussed the use of hashtag strategies on social me- dia. A recent online development provides a humorous read and a perfect example of how to take advantage of a trend- ing hashtag moment. Trending hashtags develop quickly, but if you're there to catch them, you can reach an immeasurable number of users. Take for instance the Memorial Day Weekend midnight tweet from the account of POTUS. The President of the United States wrote, "Despite the constant negative press covfefe". What was that? A typo? Maybe it was a transition of thought from the word cover- age into the word coffee? Perhaps the Commander in Chief just plain fell asleep on the send button. Whatever the reason was, the internet exploded like a Memorial Day fireworks show. The internet was off to the races at high speed using the hashtag #covfefe, and you better believe some trophy winning achieve- ments were ready to be had. Within the first hour, the covfefe Tweet itself racked up 35,000 retweets and more than 42,000 Likes. And this was all in the middle of the night. Brands and businesses quick at the switch were reaching a vast worldwide audience in real time, and getting some great results. The Kentucky Fried Chicken UK Ireland account posted, "I can't believe it. The final secret ingredient has at last been re- vealed... A sprinkle of #covfefe." Brands in the travel industry posted humorous content claiming #covfefe was a vacation des- tination. Furniture stores claimed the #covfefe as a new line of designer tables and stand up desks. The #covfefe hashtag was a new coffee blend at caf├ęs and restaurants. It was glorious. What's more, within hours, T-shirts and coffee mugs emblazoned with #covfefe were ready for purchase. BE IN THE KNOW Catching trending hashtags like this on the fly requires you to pay some attention. It's easy to do if you blend it into your daily routine. In the left column of your Twitter feed, you will see a list of trending topics and hashtags. Each one will display the number of Tweets that hashtag is registering. Next to the title of the trends column, you can use the "change" link and narrow the results to a location or leave them tailored to worldwide. If you're like many others, you have an email tab open and running all day. Why not open a new tab to monitor Twitter as well? Each time I break away from my daily production for a break, I look in on my email and check that Twitter tab. It only takes a moment, and if there is a hashtag trend that pops up, it takes very little time to create a post to throw into the fray. It also keeps you available to engage with your followers by retweeting good content and par- ticipating in general, letting your followers know you're a human rather than an adver- tising robot account. I also find it beneficial to have some im- ages ready for use when these things present them- selves. Social media posts that include an image see two and a half times more engagement than sim- ple text, as well as improve the chances of grabbing your audience's attention. I keep a few images of my products and my logos handy for branding, which can be added to a Tweet or quickly modified to suit the hashtag. Keep your eyes frequently peeled for trending hashtags that create huge opportunities. #Viral Turning trending topics into trendy sales 40 || P R I N T W E A R A U G U S T 2 0 1 7

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