#HeForShe: How much does the Internet remember?

Can a social media marketing campaign have a long-term impact on important topics? This is exactly what UN Women tried to achieve with their #HeForShe effort, launched on last year’s International Women’s day to attack yet another time the very serious and long-standing issue of sexism. We want to analyze what’s left of this big campaign one year and a half later.

Even if the official launch was on 8 March 2014, the big splash was only achieved on September 20th, a full six months later. And this splash came when Emma Watson became the face of the movement, thanks to a momentous speech at the UN general assembly.

The big splash moment

Who could ignore Hermione Granger’s highly televised “formal invitation” to men to stand up for the rights of women – which was the central message of the campaign? Generation Y, the major demographic of social media users, also known as the millennial generation, basically grew up with Watson so we could see why she was the perfect face for the movement.

Before Watson’s appeal, the campaign tweets count was in the tens of thousands. But, just two weeks after her presentation, the hashtag #HeForShe had generated 1.1 million tweets from 750,000 different users, with a potential reach of over a hundred of millions people on Twitter alone.

In the social media flurry that followed, there were a lot of celebrities that helped in on the campaign. Here’s a refresher:

 

 

 

Even Twitter itself participated in the stand against gender discrimination, painting the hashtag inside their HQ in San Francisco, California.

 

There was also the incredibly supportive compliment from Tom Hiddleston, everyone’s favorite Avenger-nemesis, Thor’s brother. This tweet was so popular it even headlined several articles on the Internet, including Buzzfeed’s.

Now this account doesn’t technically fall into the “celebrity”category, but if we’re talking influential, you have to give @WhiteHouse some credit.

 

But, after such a big boost, how much does the Internet remember today? Did the message get through enough to still be relevant?

Exactly one year after Emma Watson’s speech last year, as expected, the Twitter activity is much lower. But it’s still surprisingly high; and the anniversary itself brought a notable bump, as you can see in the chart below.

Screen Shot 2015-10-12 at 2.22.17 PM

(Twitter data for 9/10-9/24 2015)

 

If you haven’t guessed it yet, the main reason for that bump was a tweet by Emma Watson herself on the 15th. But that was actually a retweet of a message from the official account for the campaign, @HeForShe:

https://twitter.com/HeforShe/status/643769009180176384

Screen Shot 2015-10-12 at 2.19.29 PM

 

As you can imagine, even a single tweet on target (using the hashtag) from a celebrity with more than 19 million Twitter followers creates a big impact:

Screen Shot 2015-10-12 at 2.44.44 PM

(Twitter data for 9/10-9/24 2015)

 

In the chart above, computed for the period between Sept. 10 to Sept. 24, you can see that Watson’s retweet was itself retweeted 1,045 times, and she was mentioned 2,988 times together with the #HeForShe hashtag – a demonstration of just how big an influencer she still is in this campaign. This explains why, as you can see from the chart below, taken from our Hashtags Lab analysis, she is the second top influencer, only after @HeForShe:

Screen Shot 2015-10-12 at 2.27.01 PM

 

Prior to the day of the anniversary, between September 15th and 19th, there were 5709 total original tweets (not counting retweets).

As usual, the catalyzer of the activity was @HeForShe. For example, on the 16th, there were 681 total tweets, and the top one yet another retweet of by @caitlinwithac of one of the official campaign’s account messages:

Screen Shot 2015-10-12 at 2.30.32 PM
https://twitter.com/HeforShe/status/643802338809933824

On the day of the speech’s anniversary itself last 9/20 there were 1532 total tweets, a good recovery from the decline in the day prior. Have you guessed who the top tweet was from?

It’s not Emma, not @HeForShe, but @EmWatsonUpdates – a fan made account for updates and events in Emma Watson’s career. We almost wish we were as popular as miss Watson so someone else can do the tweeting for us when we forget to do it on an important day!

Now after the day has gone and the dust has settled, who else is tweeting about #HeForShe?

Let’s look at the data for 9/21. We found that there were 1136 total tweets, the top one, again by @HeForShe, in an attempt to piggyback on #Dubsmash and asking users to create videos of their favorite parts of Emma Watson’s speech.

 

As expected, there was a gradual drop in tweets in the days that followed, with both days owing their top tweets to @UN_Women:

https://twitter.com/UN_Women/status/646040013390659584\

https://twitter.com/UN_Women/status/646350552444628992

And this is exactly the point we wanted to get to. Having a big testimonial like Emma Watson – and her friends – is great, but the real long-term impact wouldn’t have been possible without the constant effort of the #HeForShe social media team, mainly channelled through their dedicated, homonymous @HeForShe account. These are their stats for 9/15 to 9/23:

Screen Shot 2015-10-12 at 2.38.11 PM

As you can see, it’s them who are doing the hard work and promoting the movement all year round. Even for the anniversary, it was @HeForShe that originally sent out the tweet that @emwatson retweeted last week; and that’s why our Hashtags Lab shows that account as the top Influencer for the hashtag, even if they only have 258,454 followers – much less than the celebrities who are constantly helping them.

Campaign Success – One Year Later

Screen Shot 2015-10-12 at 2.24.00 PM

In the end, in the two weeks we analyzed between September 10 and 24, 2015, there were a total of 12,051 tweets by 8,761 unique users. That’s about 1% of the total garnered tweets from last year, but it means that in just two weeks the campaign still generated 59 million potential unique impressions. And, just as importantly, there are lots of men using the hashtag as we have observed above, which is the main purpose of the movement – to get men involved.

Conclusion

One obvious conclusion of this analysis is that having a great testimonial really helps – without Emma Watson’s UN speech, #HeForShe would probably have continued just as in the previous 6 months. Influencer marketing clearly works.

But the less obvious conclusion, interesting also for those social media managers who can’t get a big name testimonial to speak at the UN General Assembly, is that having a dedicated account for a campaign, constantly keeping the fire up under the kettle, can really make a big difference.

@HeForShe was able to do just that, constantly putting out great content and proactively engaging their target audience. This is a good reminder that if content is king, then consistency is certainly queen.

Finding & Connecting With Hashtags Influencers

The shortest path to becoming an influencer for an existing hashtag is to connect with its current influencers. And the shortest path to getting a new hashtag off the ground is to connect with relevant influencers who would be interested in promoting it.

Given these premises, it’s hardly a surprise that the most used area of our Hashtag Intelligence tool is the Influencers panel. And that’s also the reason why we packed lots of features into this panel.

To make it easier to understand how you can use this panel to find the most interesting influencers for your hashtags, and to connect with them, we created a new detailed video walkthrough. Enjoy!

Personal Branding 101: How to Use Hashtags to Become a Top Twitter Influencer

This post by Katie Williams is an entry to our $4,000 Blogging Contest. Katie serves as the International Marketing Manager of eFaqt, an education-tech startup in Amsterdam. She uses Hashtagify to analyze trending hashtags, and evaluate the success of various marketing campaigns.

In today’s hyper-connected world it’s not enough to be well-connected in “real life”; if you seek to truly stand out in your field, you must also carefully curate your online presence. In this post, I’ll show you a real world example of how you can mine hashtag data to tailor your tweets with the right hashtags, mention the right people, and set yourself up to become an influencer in your field.

In the past, professionals from various sectors would convene at in-person conventions only a few times a year to discuss the latest findings and trends in public; now, those conversations are often open on Twitter 24/7. Hashtags are the glue that holds these conversations together, and keeps them going on a specific topic. You can use hashtags to both analyze what’s going on and to jump into the debate in real-time.

I work for a startup in the education space. In this example, I’ll show you how I used hashtagify.me to identify the right hashtags and the top influencers on Twitter, to engage with those influencers, and even to interview them. Keep in mind that you can follow these steps for any field, or specialization.

Step 1: Define your niche: #education is too broad

It is vital to define your niche. Education is a very broad topic, and I found out that the most obvious hashtags, #edu and #education, are too generic for my goal of becoming a Twitter influencer.

One great way to find out how your niche is divided on Twitter is to do a basic hashtag search using Hashtagify’s free service. As you can see in the image below, #edu (education) has a lot of areas, but many of the smaller niches aren’t going to show up in the top 10 related hashtags. Luckily, using CyBranding Hashtag Intelligence, the premium counterpart to hashtagify.me, I was able to dive deeper and find #edtech, which is nicely tailored to my interests.

New Picture

So, be sure to hone in on your exact specialty so you can become a top influencer in the field that best defines your passions.

Step 2: Determine influencers in your field

When I first started teaching, it was rare to find fellow educators on Twitter. However, in the past few years, educators have flocked to Twitter in record numbers to share best practices and top news. Again using Hashtag Intelligence, I’ve tracked nearly a million tweets for #edtech in the past 70 days alone. Now, I want to find which influencers are the most active on Twitter.

Finding the top influencers is easy: Simply click on the “influencers” tab for your hashtag, and get ready to pull some amazing data. On Hashtagify you’ll find the top 6, while with Hashtag Intelligence I was able to get the top 50.

As you can see below from the #edtech Top Influencers, @Edutopia totally dominates the #edtech hashtag in terms of user influence; you can also see user specialization for this hashtag on the X axis. Edutopia.org is a website published by the George Lucas Educational Foundation. As an organization, Edutopia.org is amazing, and I definitely follow them on Twitter. However, I’m more interested in finding individuals who are influencing the #edtech arena so that I can connect with them, and form more personal connections.

New Picture (1)

Step 3: Find individual influencers

After doing a bit more research, I see that the top three influencers for #edtech are all organizations. Don’t forget to follow top organizations, too, because they share high-quality content that you can re-share to your followers. However, there are a few non-organization accounts in the top 10, and they are even more interesting for me since I want to connect with individuals who are passionate about #edtech.

New Picture (2)

So I reached out to @shellterrell, a super educator, with a super Twitter presence. She’s the number one individual influencer for #edtech, according to the last 70 days’ data. I learned that Shelly has trained teachers in over 20 countries, and even founded the Twitter chat #edchat. I asked Shelly about her top tip for those new to Twitter. She said it’s all about the hashtags. Shelly mentioned that she finds stuff she loves online, and then shares via Twitter by using the appropriate hashtags.

Shelly contributes on Twitter everyday using these hashtags when sharing different content gems she’s found. By the way, Shelly has over 46,000 followers on Twitter, so definitely heed her words of advice! Listen to her own words in the video that she shared on Twitter via Instagram below:

Find More Relevant Hashtags for your Field

Shelly was kind enough to mention some other amazing educational Twitterers whom I could contact. Because Shelly founded #edchat, another top hashtag for education, I decided to dig deeper into this hashtag, too. #Edchat is a Twitter chat for educators, and those interested in chatting about education-related topics. Unlike many other Twitter chats, #edchat does not have a specific meeting time, but rather asks educators to engage with others frequently, yet meaningfully in this professional learning network.

I was able to find #edchat influencers using Cybranding Hashtag Intelligence. According to Hashtagify’s data from the past 70 days, the top influential individual for #edchat is @tomwhitby. The second most influential individual for #edchat, whom Shelly also recommended to me to, is @cybraryman1, who has over 38,000 dedicated followers on Twitter.

Jerry Blumengarten, aka @cybraryman1, is an educator, speaker, writer, and moderator of #edchat. Jerry says if you want to engage more on Twitter, it’s imperative that you find hashtags for various subdivisions of your sector. For education, he mentions following hashtags for one’s specific subject area, grade level, and/or state.

This is also easy to do for other fields. Simply narrow down your topic into sub-fields. For example, perhaps #arted (art education) suits you better than #education as an art teacher, or #elemchat (elementary chat) makes more sense for you than #highered (higher education). As you can see, it’s important to find the specialized hashtags that will work best for you. Check out Jerry’s awesome Twitter tips he shared via Instagram below:

Nicholas Provenzano, @thenerdyteacher, another top #edchat influencer, and friend of both @ShellTerell and @cybraryman1 was named the ISTE Outstanding Teacher of the Year in 2013. Nicholas chimed in on our discussion to advocate for authenticity on Twitter. The Nerdy Teacher has over 33,000 followers on Twitter, and makes a very authentic case for authenticity in his Vine below:

Step 4: Build connections, drive engagement

Now that you’ve found the most interesting hashtags and influencers, it’s time to be persistent and consistent in your engagement on Twitter. According to Ekaterina Walter, a social media strategist at Intel, there are a few ways to effectively engage on Twitter.

● Tweet consistently

  •  Just like Shelly mentioned, it’s important to tweet each day using a wide range of hashtags for your field. Consider setting aside time throughout the day to peruse content, and tweet. If you find yourself tweeting at various times throughout the day, you might want to consider using a tweet scheduling app to schedule your tweets in advance.

● Connect people

  • Sometimes it can be daunting reaching out to Twitterers with follower-counts in the tens-of-thousands like our #edtech and #edchat heroes you saw earlier, but you’ll be surprised how kind people are, and how excited specialists are to connect with others in their field. However, don’t forget to return the favor. Connect others on Twitter, and the good karma will keep on flowing.
  • It’s also important to connect with upcoming influencers in your field. Some real Twitter gems have less than a few thousand followers, but share amazing content. Connect lesser-known Twitterers with one another when you know they share mutual interests, and could benefit from one another’s content.

● Promote others

  •  When you come across a Twitterer that continuously shares awesome content, don’t be afraid to share them on #ThankfulThursday or #FF (Follow Friday). Simply add the person’s username to your tweet, and use the appropriate hashtags (see example below)

 

1. https://www.openforum.com/articles/12-most-effective-ways-to-engage-on-twitter/

SEO and SMM: Which Hashtags Should You Use?

This post by Kristi Kellogg is an entry to our $4,000 Blogging Contest. Kristi is a content strategist at Bruce Clay, Inc., journalist and social (media) butterfly. Her articles appear in newspapers, magazines, across the Internet and in the book Content Marketing Strategies for Professionals.

A tweet without a hashtag is a wasted opportunity. Hashtags amplify the reach of your tweets and by extension, the content and links you share in those tweets. As a writer and a community manager, I want people to engage with my tweets – that’s why I optimize all my tweets for search (and therefore discovery) by using relevant hashtags. Using relevant hashtags gets your tweets in front of your intended audience, which leads to increased engagement, increased social influence, increased traffic to your site and, ultimately, conversions.

A lot of the articles I write at global Internet marketing firm Bruce Clay, Inc. center on search engine optimization, search engine marketing and social media marketing. While tweeting about these articles throughout 2013, I most often used #SEO and #SMM. For 2014 I wanted to audit those hashtags and make sure #SEO and #SMM were the best hashtags I could be using – for example, how does my default social media hashtag #SMM compare to #socialmedia or #social? Am I using the most popular — and most relevant — hashtag?

I turned to Hashtagify.me to find out.

Hashtags Related to Search Engine Optimization

When adding hashtags to tweets on search engine optimization, it seemed unlikely to me that people would be using the full 24-character #SearchEngineOptimization when they could use the three-character acronym #SEO. In an effort to determine if that is, in fact, the case, I created an SEO “bundle” with these hashtags:

  • #SEO
  • #Search
  • #SERP (the acronym for the Search Engine Results Page, commonly used among Internet marketers)
  • #SearchEngineOptimization
  • #SearchEngineOptimisation (using the British spelling “Optimisation”)

After creating my SEO bundle, I used Hashtagify.me to find each hashtag’s popularity score. I used the Hashtagify.me data to create this chart:

image03

As I suspected, #SEO is the most popular hashtag related to search engine optimization. I was surprised, however, to learn that #SearchEngineOptimization does come into play. Though #Search came in second with a 55.6 popularity score, as #Search is a general term, it could be used in tweets unrelated to search engine optimization.

I used Hashtagify.me to verify how much this is true:

kristi-img1

According to Hashtagify.me, #Search has an 18.8% correlation to #SEO and a 14.6% correlation to #Google – the rest of the terms each had less than an 8% correlation to #Search. Based on this data, I would feel pretty confident that utilizing #Search will put a tweet in front of my intended audience of Internet marketers.

Hashtags Related to Social Media Marketing

For tweets concerning social media marketing, I usually use #SMM, but I wanted to check if that is the best choice. So I created a social media marketing bundle using the hashtags #SocialMedia, #Social, #SM, #SMM and #SocialMediaMarketing:

My preferred (and very specific) hashtag #SMM falls below #SocialMedia, #Social and #SM, and this caused me to rethink my use of #SMM. I wanted to make sure, however, that #SocialMedia was being used in tweets related to social media marketing. Looking through recent #SocialMedia tweets, I discovered many unrelated tweets, including tweets regarding viral memes, general social media news, social media fails, solicitations for followers and occasional NSFW tweets. But when I used TweetDeck to narrow my search to show only the top tweets related to #SocialMedia, almost all of the tweets were, in fact, related to social media marketing – which confirms that I should use #SocialMedia in my tweets.


Hashtagify.me also identified social media marketer Jeff Bullas as the No. 3 influencer for the term #SocialMedia and the No. 1 influencer for the term #SMM. Looking at his tweets, I discovered that Bullas often uses #SMM and #SocialMedia within the same tweet – therein capturing engagement from the broader yet popular #SocialMedia and the specific yet niche #SMM. Because #SMM is incredibly relevant and a very popular hashtag in its own right, I will continue to use #SMM – but I will also take a cue from Hashtagify.me and Bullas, and start using #SocialMedia more often in relevant tweets.

Kristi Kellogg is such a fan of hashtags that she dressed up as one on Halloween!

Are You Getting the Most Reach Out of your Hashtags?

Whatever field you’re in, knowing what are the best hashtags to use is a great help in maximizing your social media efforts. With Hashtagify.me you can discover if the hashtags you are using are, in fact, reaching your intended audience. With the popularity scores and the related hashtags report, you can assess your current social media strategy and identify top performing and relevant hashtags – all to your advantage!

Kristi Kellogg is such a fan of hashtags that she dressed up as one on Halloween!

Twitter: Celebrities vs. Things That Really Matter

This post by Tarek Riman is an entry to our $4,000 Blogging Contest. Tarek is a Social Media and SEO Specialist, working in the fashion industry, and the founder of seomworld.

Everybody knows that Twitter is the favorite social media outlet for celebrities, who can reach millions of followers with their daily tweets. But how do the really important causes – such as Breast Cancer, Cancer, Movember, Greenpeace, Save the Homeless, etc.) – stack up to those celebrities in terms of popularity and general interest?

I wanted to study this matter using hashtags as a way to make the comparison, using data from Hashtagify.me and CyBranding Hashtag Intelligence. So I chose Hashtags related to causes, values, and global issues, and compared these trends with Hashtags associated with celebrities.

Let me warn you: The upcoming numbers may shock you, or even worse, ruin your mood.

General Popular Causes on Social Media

Starting from the relevant hashtags and the top influencers listed on hashtagify.me for those hashtags, I compiled a list of the global top influencers for some important causes:

1. The biggest environment/sustainability related accounts on Twitter

1. @Treehugger 260,838 followers
2. @sustaincities 60,062 followers
3. @GuardianSustBiz 59,599 followers
4. @sustainbrands 30,181 followers
5. @cdcgreenhealthy 12,381 followers

2. The biggest “Green” related accounts on Twitter

1. @algore 2,701,403 followers
2. @greenpeace 916,072 followers
3. @huffpostgreen 202,784 followers
4. @Planetgreen 149,979 followers
5. @greenforyou 37,306 followers

3. The biggest “Cause” related account on Twitter

1. @unicef 2,317,182 followers
2. @Charitywater 1,410,282 followers
3. @red 1,044,019 followers
4. @onecampaign 736,251 followers
5. @causes 132,207 followers

Celebrities

We can then compare the top 5 celebrities on Twitter:

1. @katyperry 47,898,456 followers
2. @justinbieber 47,353,946 followers
3. @ladygaga 40,721,478 followers
4. @taylorswift 37,148,051 followers
5. @britneyspears 34,411,074 followers

If we pick the 5th ranked showtime celebrity,  @britneyspears, and compare her to all the top Environmental, Green and Cause associated accounts on the net, here is what we get:

1. The biggest environment related and sustainable accounts on twitter 363,462

@britneyspears 34,411,074

@Treehugger  260,838
@sustaincities  60,062
@GuardianSustBiz  59, 599
@sustainbrands  30,181
@cdcgreenhealthy  12,381
2. The biggest green Related accounts on twitter 4,007,544
@algore  2,701,403
@greenpeace 916,072
@huffpostgreen  202,784
@Planetgreen 149,979
@greenforyou  37,306
3. The biggest cause related account on twitter 5,639,941
@unicef  2,317,182
@Charitywater  1,410,282
@red  1,044,019
@onecampaign  736,251
@causes  132,207
Total: 10,010,947 @britneyspears: 34,411,074

So, even aggregating the top 15 Twitter accounts for all these causes, we get to just 29% of the followers of the single account of the 5th ranked celebrity. And what we are really comparing here is information like this:

With this:

But just comparing followers for the top accounts doesn’t give us the full picture. How can we try to measure the total engagement for important subjects? I Tried to use these very important hashtags, measuring them for the whole month of November:

  • #HIV
  • #Sustainability
  • #sustainable
  • #green
  • #GlobalWarming
  • #poverty
  • #healthy – to add something that could be also a personal concern

When I added up the average daily tweets associated with all the concerns mention above, I got a total of 24,424. For comparison, this is barely 50% of the tweets associated with @justinbieber seasonal tour “#believetour”.

Hashtag/Cause Daily Tweets Daily Reach Celebrity Hashtag Daily Tweets Daily Reach
#HIV 3,516 32,617,047 #believetour 38,484 133,952,425
#Sustainability 3,051 4,317,860
#sustainable 1,531 2,617,917
#green 9,028 20,223,524
#healthy 4,822 16,001,052
#globalwarming 758 1,972,132
#poverty 1,715 3,015,558
Total 24,424 80,765,090

 

38,484 133,952,425

Unsurprisingly, the daily reach also had a similar ratio.

I find it shocking to see that most of our society’s interest lies on what celebrities are doing every day: From what gossip the showbiz world is witnessing versus what real issues of our society: Our planet, our health, and helping one another.

 

But this is also confirmed by Google trends. The volume of searches associated with global warming and deforestation are both decreasing, and they pale when compared for example to One Direction, which is actually moving in only one direction: “UP”!

Why are people ignoring the things that matter most? Are we just choosing to concentrate on what the media wants us to be concentrating on? Did we give up on each other? Did we give up on our own earth?

We should all dedicate some more time to our duties as social beings, share what matters, whenever we see someone asking for help: At least retweet, reshare, raise the awareness. It is just a click away, and that one click makes a world of difference.

Top influencers: The new visual exploration tool (beta)

Influencers graphDid you even wonder who the top influencer about the #debt crisis is on Twitter? Is it a Republican? A Democrat? An independent – maybe an official news source?

I did, and to answer that question – and countless more about other hashtags – I just published on hashtagify.me the first beta version of a new “top influencers” feature.

With this feature, when you visually explore Twitter hashtags, following their relationships, you can also see up to 6 of the top influencers for the selected hashtag. These users are listed by name, ranked by their estimated influence, and shown on a graph where you can also see their relative influence (y-position), how specialized they are on that hashtag (x-position), and how many followers they have (bubble size).

This feature is still in beta and the hashtags usage data is still being collected: This means that, especially for the less used hashtags, the influence estimate isn’t very precise. Still, while I’m working on augmenting the data collection rate for this kind of data, you can already get an idea about the influencers on your topics of interest. And a similar feature is in the works about the top websites for an hashtag: Stay tuned!

Oh, and by the way: It looks like the top influencer about #debt is @MikeBloomberg, the Republican mayor of New York, followed by @WestWingReport, an independent White House journalist – you can see it for yourself here. Where are the Dems??