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The Writing on the Wall: Understanding the Signature Hashtag

The Writing on the Wall: Understanding the Signature Hashtag

Signature Hashtags are hashtags your company develops and tries to own on social media; the ultimate goal is to get social media users to adopt and use the hashtags, boosting the overall visibility and appeal of your brand. Sometimes a signature hashtag is as simple as using your brand’s name: check out #Pandora or #Harley to see the concept in action.

Signature Hashtags can also be developed for a particular campaign or event. Coca-Cola has been very successful with its #ShareACoke, which is fully integrated into a campaign that includes specially printed cans. It’s important to keep the relationship between your Signature Hashtag and your brand explicitly clear: not everyone was aware that the #PetsAtWork, which advocated for animals in the workplace, was owned and operated by Purina pet foods.

[Tweet “if you’re going to launch a #SignatureHashtag, you’ve got to commit to monitoring it.”]

Signature Hashtags are not always generated by the people they reference. #LeBroning, for example, was almost certainly not coined by the basketball star with the flair for the overly dramatic; fans took it upon themselves to use his name as a form of ironic commentary. In other instances, attempts at creating a Signature Hashtag backfired; McDonald’s tried to encourage feel-good narratives about sharing fries with friends with their #McDStories. Instead, they found themselves overwhelmed by nasty, negative stories. This points to the fact that if you’re going to launch a Signature Hashtag, you’ve got to commit to monitoring it.

When creating a Signature Hashtag, think through how it will be read – and then think through how it will be read by someone with a teenager’s sense of humor. #SusanAlbumParty was supposed to be Susan Album Party – but that’s not how thousands of people read it. Additionally, avoid ‘hijacking’, which is tying your brand message to a current trending hashtag that has nothing to do with your offerings – particularly if the trending hashtag is related to a natural disaster or manmade tragedy.

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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