Hashtag Fail

Clara Jacob
December 3, 2013

I was watching TV with a friend this weekend when we saw a commercial that ended with a logo, website and hashtag.

My friend, an adult with a graduate degree, said, “Did you know that you can scan those pound signs right off the TV screen with your phone?”

So many things were wrong with that statement that I didn’t even know how to respond. #OMG

Those of us in marketing are smitten with social media, email marketing, content marketing, online re-targeting and more. We know the power of these tactics – and how they work together to get results for clients. #success

But then you have my friend and others like her. The Pew Research Center reports that 15 percent of Americans don’t use the Internet at all and another nine percent only use the Internet when they are not at home. #offthegrid

And, according to Pew, as of May 2013, 72 percent of online adults use social networking sites. And just 18 percent of those use Twitter. #oops

My friend considers herself fairly proficient on the Internet. She has two computers, a smartphone, and makes online purchases. But if we’re using hashtags to reach her – or the majority of adults – we’re not going to get very far. #fail

That’s why knowing where to find your target and creating the right media mix are so important. Here at Paulsen, we can help you with that. #winning