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Hashtags are over, have you heard? Brand after brand after brand has tried and failed to capture the public’s interest with unique hashtags; since that hasn’t worked, we’re told, it’s time to abandon the humble hashtag.

But what if the hashtag’s not dead? Perhaps the hashtag is simply misunderstood. Rather than trying to create one’s own hashtag, it may be that there’s more value in making strategic use of hashtag conventions created by others.

Krystal Overmayer, author of the linked article above, points out that hashtags work well as self-referential humor. Being able to make your customer laugh is no small thing: humor creates positive associations between the viewer and the brand, and is memorable. Neither of these are bad things when you’re trying to strengthen an ongoing relationship. If you’ve got the space to add a funny hashtag to your tweet, it’s worth a try, particularly if humor is in alignment with your brand identity.

[Tweet “Posts without any hashtags on Twitter receive 23% more engagement”]

Another way to make use of hashtags is to reference an event, such as #Oscars or #SB50. The key here is to be strategic. Some events are so huge that it’s almost guaranteed your hashtagged post will be lost in the crowd. When Leonardo DiCaprio won an Oscar, it generated 440,000 Tweets per minute – talk about overwhelming. Consider a hyper-local approach to your events-related hashtag; while being part of the Oscars conversation may be a lost cause, using the hashtag of a nearby festival or sports game may capture interest of a relevant audience.

It’s important to remember that hashtags have different values on different platforms. While Twitter uses hashtags as part of the conversation, on Pinterest and Facebook they’re seen much more as search tools. Instagram occupies a unique space: hashtags are used both to facilitate search and as a vehicle for commentary. Understanding how hashtags work on a given platform can impact your content strategy: posts without any hashtags on Twitter receive 23% more engagement, while posts without any hashtags on Instagram are virtually invisible. Do your research and proceed accordingly!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office