It can often feel as though there is no escape from the countless spelling errors that appear on social media, and many of us accept it as the norm. But spelling and grammar are more important online than you might think. Hashtags are essential for brands if they want to monitor their social media engagement, and it helps if they are spelled correctly.
But what happens when consumers of a brand post about their products on social media and misspell their hashtag? And what happens when that hashtag starts trending? Let's take a look at the ways in which misspelled hashtags can affect a brand online and the solutions Social Media Monitoring companies can offer their customers to combat it.
Misspelled hashtags seem to be a recurring problem, particularly on Twitter. Many users have even become suspicious that the platform may be censoring certain hashtags by ensuring misspelled ones trend instead.
We all remember the 60-second advert that Budweiser aired during the Super Bowl earlier this year. It told the story of Adolphus Busch, co-founder of Anheuser-Busch who came to the United States in the mid-1800s, and highlighted the struggles of being a German immigrant in the U.S. at that time.
This Bud' s no longer for me. It is activist juice.— Lynn Sellick-Lane (@LynnSellickLane) February 1, 2017
The Super Bowl commercial was aired at a time when talks of stricter immigration control were going on in the U.S. It inevitably caused quite a stir on social media and sparked major controversy on Twitter, where a boycott was called by certain users on all of Budweiser's products. However, the hashtag that ultimately trended was misspelled: #boycottbudwiser.
In an attempt to rectify the situation, Budweiser claimed that the advert had nothing to do with the current political climate in the country and that they were in no way attempting to make a political statement of any kind. Since this incident was on a much larger scale than typical social media mishaps, Budweiser could easily amend the situation. However, what happens when these types of online complaints occur on a smaller scale?
For brands, once a misspelled hashtag trends, it is usually obvious to whom or what that hashtag is referring. But if a brand wants to monitor their hashtags, what happens when some social media users opt for the misspelled hashtag or simply misspell the hashtag themselves? This is particularly worrying if they are referring to the brand in a negative light as it might be difficult for the brand to find the complaints and resolve any issues their customers claim to have with their products.
So what is the solution? If the social media post is accompanied by an image of the brand's product or products, logo detection technology can recognize that brand's logo on social media without the need for any accompanying textual reference to the brand.
For example, if a misspelled hashtag is used to complain about a brand and is accompanied by an image of that brand's products, it doesn't matter that the hashtag is misspelled as long as the brand is utilizing Social Media Monitoring that allows for tracking visual mentions. The brand can then easily find the posts with an automated logo detection solution without the need for searching possible misspelled hashtags. This means that they can amend any complaints they receive quickly and easily.
And since over 80% of images posted to social media don't include a textual reference or tag, logo detection is an important tool for Social Media Monitoring companies to offer their customers anyway. To learn more about logo detection for Social Media Monitoring, click here.