Here are three common digital PR sins—and salvations:
1. Hashtag jacking. Hashtags help drive content engagement, but practice due diligence before using a new hashtag.
Piggybacking a hashtag that’s aggregating questionable content can damage your brand, says Josh Dahmes, chief digital officer at Risdall Marketing.
For example, Entenmann used #notguilty to promote low-calorie edibles around the time of the Casey Anthony murder acquittal. The timing was unfortunate, and the campaign got lost in the larger story.
Visit www.hashtags.org for free resources on trending hashtags to ensure the same thing doesn’t happen to you.
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2. Solo SEO. Many PR pros think SEO is in their domain, but SEO falls under the following three key areas—and only two directly involve PR, says Dahmes: