Branding Community content marketing Social media

How To Develop A Hashtag Strategy

how to develop a hashtag strategy

Have you ever thought about adding a hashtag strategy to your digital marketing plan?

A hashtag strategy is where you’re mapping down the hashtags you’re going to use for your content on social media. You have to ask yourself if you’re going to use hashtags for measurement or community building. It could be a bit of both.

So how do you develop a hashtag strategy?

There are several different layers to it. The first is to figure out what hashtags are the most used on social media on a global level. Here you can see the most used hashtags on Instagram and Twitter. In my opinion, these two places make hashtags best for brand building and community building.

After you’ve printed these hashtags in your mind, it’s time to get closer. Especially if your content is localized, and you’re not communicating in English on Instagram or Twitter. Try to check Instagram and Twitter and see if there are any hashtags that are localized that people use? Localized can also be within a certain theme or subject.

I have done a bunch of work for a record label lately (community building and digital strategic consulting). For a record label, some of the best hashtags aren’t #love #instagood or #tbt. Those hashtags are known to be the biggest. They should rather use hashtags such as #nowplaying and #listeningto that people use to find new music suggestions. So even though you know what hashtags are the biggest, they might not be relevant for you and your brand.

Create Your Own Hashtag

You can also develop your own hashtags. It’s a great way for people to hook up with each other if they are at the same event, or if they are interested in certain topics. Even if n you want to create movements and get people to post images or tweets about certain discussions or on certain days. Hashtags are a fun way to engage, and a great method to build digital communities and have people connect offline at events as well.

When you’re done researching hashtags and have created your own – you can always keep track of the impact they have on a service such as hashtracking.

All in all, hashtags are a community builders game out there, but it’s such a creative thrill to work with them.

rock on
Social media

Social Media DO’s And DON’Ts

social media do's and dont's

Here’s a small list of social media do’s and don’ts that was mapped down on a piece of paper at Henriette Weber Inc. HQ. It’s the structure of a talk that I did around CSR and social media a while back.

– Define and show the substance of your brand.
– Engage people in the things you care about and what you do.
– Make sure you practice what you preach, in private and in public.
– Transform great ideas into great content.
– Facilitate the people saying great things about you.


– Be stupid.
– Maintain, be proactive instead. Otherwise, you’re not generating leads OR love.

rock on

Business Unusual Social media

You Can Implement Slideshare Presentations On Your Linkedin Profile (Free Worksheet)

idea presentation worksheet

One of my constant go-to’s for inspiration in my work has been SlideShare or LinkedIn or a combination of both. It’s an amazing resource that can be used not only as a way to inspire you and your work but also to get your creative ideas out there.

Slideshare has an embed function so you can share it across the Internet the same way you would a youtube video. But one of the smart things that I often talk about with people who want to turn their professional profile up a notch is that you can embed your SlideShare presentations directly on your LinkedIn profile.

That’s great for 2 things:

First, people who are interested in working with you will get a behind-the-scenes not “static LinkedIn summary” peek into who you are and what you’re passionate about enough to make a Slideshare presentation about.

Second, you will get to work on your idea if you put it into a presentation. For me, I had one of my presentations featured on SlideShare, and it made a huge traffic increase to my site.

To prepare you even more, I have created a small worksheet that you can download for free.

You’re welcome – as always!

rock on

Branding Social media

Have You Defined Your Social Media Ethics?


Social media ethics is something that is left untouched by a lot of people on the internet. It’s really important and something we should have a conversation about. After all, it defines our behavior, how people see us, or if you’re into business talk: your personal brand. Ethics are not what you preach, but what you practice.

Here are some social media ethics that I think could make the world a better and more loving place if we all used them:


I hate it when I have found something good and then somebody else links to it or shares it without mentioning where they got it. That’s why I always put in a “via” – the internet and the people on it love links – so spread the love!

Sharing pictures on blogs

If I use a picture on my blog – I mention where I got it. Social media ethics FTW! – spread the link love rockers!  Most people don’t mind that you’re using their stuff if you tell the world where you got it. Sometimes I find a drop-dead gorgeous picture, which I want to use in a presentation for a keynote.  If a picture is protected by copyright, I ask the person if it’s ok that I use it. Haven’t gotten a no yet on that account.


Remember that what’s said on social media is often very black and white. You can’t be in between. Just keep that in mind when you discuss it. My all-time worst discussions are political discussions. There’s just no way to tell people to respect that some people have a different opinion than yours. On the internet, we speak in what I call our “ultimate truth”. Most times, these discussions are text-based so either you agree (and tell it to the world). Strongly disagree (and tell it to the world). But if you’re indifferent about something you often just browse on through the emails or news feeds. That’s why it comes out like ultimatums. Keep that in mind.


One of the things that really gets to me, is people who keep adding me to groups without me approving it. I know you can do that on Facebook, and there’s no way (yet) that you can block people from doing it (you can with “event invites”, apps and pages). To me, it seems like a hole in permission marketing that some people are using to their advantage. Adding people again and again to new groups, creates more bad than goodwill, in my opinion, so watch that invite button.

People who share their content everywhere

You know those people who share everything they create into groups just because they can? It reminds me of a link baiting scheme. Making the rounds when you need traffic for your website, or you have a particular call-to-action you want to push.  It is a big mistake to do this on a continuous basis. Especially if you’re not contributing to the group apart from doing your seeding each time you have something you need to “launch”.

I do it myself though, on my channels where people have actively signed up to hear what I have to say. But in my point of view, there’s a big difference between sharing on your social media “embassies” and then sharing stuff in groups where people haven’t signed up to get your… Well – should we say.. close-to-spam?  As a moderator of several groups on the internet, over-sharing is a problem. There’s a lot of discussions going on about whether or not it should be “allowed” if the content you’re sharing is of value to the people in the group.

I say nay. Not if it’s simply a part of a scheme. I think everybody owes to themselves to listen to their gut feeling whether or not they should be sharing their oh-so-valuable content. If it’s something you’re over the top about and you simply can’t resist because it’s that good – go for it!

I would love to give a shout-out to moderators of groups. Most of you are doing a great job. If you have people who are unhappy with you because you’re keeping a close eye on how much people share (or spam), no worries. Mention to them that you’re watching their back and making sure that people don’t see them as “that person” who continuously push their own content for other people to buy. You make sure they’re not crossing the fine line between “valuable input” and “spammer” in a matter of updates. Or the fine line from goodwill around your brand to bad will.

rock on henriette weber
Social media

How To Create A Rockin’ LinkedIn Profile

I believe that professionals engage more and more through their LinkedIn profile, reconnecting with their peers strategically.

How to create a rocking LinkedIn profile

Every time I do a keynote on social media, the b2b members of the crowd are particularly interested in hearing me break down LinkedIn and in particular their LinkedIn profile for them.

And I understand why. As the hottest professional networking site with over 200 million members, LinkedIn has launched a new design with some cool, customizable options for everyone. It has become more conversational and more of an interactive portfolio page than a CV. It’s a nice transformation from those boring days where people would come only to peek through another member’s resume info and then leave as quietly as they have arrived…

Of course, you don’t want to be left behind with all the changes you can do on your profile. Now that they are viewing your profile you might as well surprise them with the way you rock, right?

Profile pictures and taglines on LinkedIn

The first change that will immediately affect you is the LinkedIn profile photo size (200×200 minimum or 500×500 maximum) providing you with a larger frame for your photo. I think that with the new “LinkedIn profile” picture size it’s increasingly important to have a professional style picture that shows only you.

A larger photo frame provides you the opportunity to brand yourself. Whether you dressed and looked like a stern-looking queen or even a casual, comfortable hippie is your choice so long as your profile picture reflects the authentic, real you. Whatever you decide, I think it’s wise to go for a professional headshot especially if you don’t know much about photography.

Besides your name, put some power words that will make you stand out. Replace your title with taglines, for example: “Henriette Weber: Business Unusual, Digital Strategist”. Your photo and your tagline are part of your caller id, and they will show up when you call someone on her phone. However, you are limited to only 40 characters, so you need to be super creative in describing yourself.

Vanity URLs on your LinkedIn profile

You can prominently display your name or your brand by creating a unique, personalized public URL as LinkedIn allows you to change your profile link from a nonsensical string to your name or business. Mine is like this: You can do this in a snap. Just go to the Profile tab, and then Edit Profile, find Public Profile, make the changes and, presto! You have personalized your URL

Rocking your LinkedIn summary

This is similar to your elevator pitch. And like your elevator pitch, here is an excellent moment to present your best possible self to the professional world. I beg your pardon? No resume-speak please and make sure your unique personality comes through (read: speak like a human, not a bot).

Spend more time and emphasis in doing your summary because the competition is ruthless but if you do it well, you’ll surely get hired. Get those keywords around your work going, and you will find that they are sometimes the reason you’re found on LinkedIn.

Provide and share relevant, useful info for your niche on LinkedIn

But first, build an engaged audience that can relate to your ideas and welcome your updates by focusing more on relevant content and never forgetting to add your take. You should also actively join in the fun by commenting on an activity, sharing it, and if you’re really busy simply liking it (but that doesn’t generate a lot of relationships, the two other options work much better for you).

Join LinkedIn groups and make groups

Hands down – I like the Facebook group function much better than LinkedIn’s.

I know its plain common sense, but I’ll say it anyhow. No constant pitching please; not on your profile and not in groups. Instead, focus on what’s valuable for your network and no worries, they will reward you down the road.

Using SlideShare to build an exciting portfolio on LinkedIn.

And a very secret but a hot tip that works for me every time? Cut the summary short. Share some presentations about yourself and your product on Slideshare and make sure it’s right below your summary – around ten lines down. Even though it doesn’t show up on your public profile, it will get noticed when people surf LinkedIn. And because there isn’t a lot of pictures, it will gain instant curiosity. I have written about SlideShare implementation as well here  (featuring a free worksheet)

Of course, there are still a lot of LinkedIn changes, but I think I have covered the most important ones… If you have LinkedIn ads available in your language, you could experiment with that (danish isn’t really covered – yet). They just integrated their company pages as well as your LinkedIn profile in HootSuite and Buffer so that’s really awesome too.

Community Social media

Social Media Value Chain: Learn The Art Of Listening

 Years ago, I created my very own social media value chain mainly to guide me along with my work about branding, identity, and social networking initiatives. It was just a spur of the moment, a curly creative, seminal, scraggly map which I shared in a post here.
social media value chain by henriette weber first edition

But you know what? Surprise, surprise…

I did not know at first that this map would be very useful. Ultimately, it guided me through my consultations with existing clients. It also helped me clinch projects with potential clients. It was more like a trial and error journey. There are some highs and a few lows. But I learned a lot through my interactions with business owners and my tweaks in social campaigns.

I even published an ebook, “Rock Your Identity”,  to spread the good news. Rock Your Identity is sort of a mini-guide on how you can elevate your identity in social media to rock star status. No worries rockers, you can download a free copy here.

Here’s a quick model of my social media value chain, distilled through years of practice. This is what a social networking value chain look like:

social media value chain by henriette weber final edition

Today, I won’t dwell too much on everything that I discussed in the ebook. I assumed that all those who have not read it yet would want to know what the hell I’m talking about. However, a value chain of social networks is something I deem extremely important in your social media process.

Well, I like to amplify more on that first step when you engage in social media. Learning the art of listening. Yeah, it may sound simple when all you listen to are five-star reviews and glowing feedback. But how will you react to those big, fat zero reviews and negative feedback? It’s too sad that a lot of business has failed miserably in their social media campaigns. They are just not prepared to handle social criticisms.

Sure, they have risk management teams and PRs to handle these situations. But generally, these efforts are superficial at best. In the intolerant and opinionated culture of social media, they only aggravate the brand’s image.

In any case, you have to know how to use those reviews to add up to the bottom line of your company. This has to be done regardless if the reviews are positive or negative.

Social Media Value Chain: Capitalize on user innovation

But that’s just one side of the coin. The other side is just as important. Most companies, after investing much time and effort in engaging their most dedicated consumers, fail to capitalize on user innovation when those consumers have improved the products to fit their needs. Really, it’s one thing to decorate those suggestion boxes with all the latest tools you can get your hands on but, if those suggestions go straight to the trash… Oh, what a waste.

The culprit? Most brands are just not ready to jump into concrete actions on what they are hearing on social platforms. It’s a needed individual flow, somewhat like dancing into the groove. How are you going to make those comments or those ratings a part of your brand?

Maybe they are too proud to acknowledge suggestions coming from the front thinking wrongly that their R&Ds, with all the glowing resumes and fat salaries, are more equipped to handle product improvements. Maybe they think that their risk management plans can gloss over their shortcomings and everything will be fine tomorrow.

Here’s the gauntlet, everything comes down to one essential question: How do you react to what you hear about your brand? Have you set up a system that gives you a hunch around what you’re supposed to hear?

Last week, I was at a conference in Copenhagen (at Better Place, and on a side note I urge you to choose a car with a purpose the next time you’re purchasing).  The ever-awesome Chief Happiness Officer: Alex Kjerulf told a story about Zappos and how they found out that the reason one of their clients hadn’t returned the goods she said she would was because her husband died. Later that day, not only did they pick up the goods themselves, there was also a gigantic flower bucket standing on her porch with condolences from the whole Zappos team.

Do you have an organization that would do that? Do you have people in your employ that simply implements this because of the brand’s DNA ?

Social media

Are You Consistently High-Fiving Yourself On Social Media?

What do you think about your branding on social media platforms?

Should you like your own posts on social media as if high-fiving yourself in public?

Well, I’m not going to be the one who recommends it. I think you should write a comment instead. I see a “like” as a conversation killer. Whereas, a comment is a conversation-opener. You can always “like” other people’s comments when you see and asked about it. We are trying to build a business here, right?

I think most of us aren’t stating that “I like my own pages on Facebook”. It’s just something we do without thinking too much. But be careful about what message it sends.

We have the opportunity to like stuff on Facebook and most of the other social media in the blogosphere. I just think it’s something we should think more about when we do it and how, especially if you want to use your social media for branding purposes.

What makes me go off on this path? Well, this morning somebody in my network is liking most of his own updates on Facebook. It seems that we’re a part of a creative communication army that is constantly high-fiving ourselves on and around social media. It made me create this:


social media



Why do people on Facebook like their own stuff?

 “Like your own Facebook page”. “Like your own Facebook comment” and “Consistently like your own stuff on Facebook”.

I don’t know if it’s me who is wearing my good-old idealistic hat now, but I think it’s something you just don’t do. I mean, if you didn’t “like” what you are posting, then why are you posting it in the first place?

So can you like your own Facebook page?


For sure, but it might send the wrong impression. Especially if you combine it with liking all your own pieces of content too.





Social media

Social Media Timeout: Flickr, Path, and EyeEm vs. Instagram

There’s a showdown in social media town!

This morning, I decided to delete my Instagram profile. One less social media for me to use. They changed their terms and now they want to be allowed to sell my pictures to 3rd party.

That’s a no go from here.

social media bye bye instagram

If you want to join the troops away from Instagram there is a great wired article on how to get out of there.

Dear Instagram,

Let me reveal to you that you were one of my very trusted amongst the trusted few social media apps on my iPhone. You have belonged in the lower right corner of my phone screen for ages. You were a part of my daily procrastination scheme together with my blog reader. Well no more. Sorry. I thought you were different. In one user agreement, you went from being a trusted source to being blacklisted and deleted forever and ever. See, I don’t need you that much.

Anyway, one thing the Wired article doesn’t emphasize is where to go for your picture kick. Here are some suggestions for photosharing apps (and alternatives to Instagram).


Berlin-based(yey!) is a photo-sharing app that I’ve been eyeing for a while. It’s smarter (or more “semantic”) than Instagram because it tries to calculate what kind of pictures you fancy. It’s just as big a social media hit in my book as Instagram. It emphasizes discovery in pictures where Instagram was more of a stream to me.

EyeEm vs. Instagram

They almost have the same features, but on EyeEM you feel kind of isolated. It has a trait of its own which is to tag what you do in the pictures and people who are tagging their photos with the same tag show up in your newsfeed. That feature doesn’t work for me. The rest is ok even though I miss my 500 friends from Instagram and the activity there. Oh making me able to share my pics on foursquare, Flickr and Tumblr in addition to Facebook and Twitter. SO happy about that.

EyeEm vs. Flickr

First off. EyeEm, I love that you included Flickr in your sharing function. Secondly, I don’t see them as the same thing. I see EyeEM as the photo distributor (without much of a community) and I see Flickr as one of the end stations for the photo, just as foursquare, twitter, Facebook, and Tumblr. That being said, I think EyeEm and Flickr could create wonders together.


My first photo love on the internet and the first social media photosharing site. Really it had some good stuff going and I still have a lot of pictures in there. With its new app, I think the time has come to revive that Flickr account (oh, and I am already transferring my Instagram photos there).

Flickr vs. Instagram

Overall, I love the Flickr app design. But I think the linear reading of other people’s pictures is broken. You can’t really get them in a stream as you could with Instagram. That function is missed. It comes from a woman who is used to read 1700 blog posts a day in Reeder and it goes by really fast, so should my “pictures in my network” browsing. However! I have a lot of cool people on Flickr that I have caught up with again after using the service with EyeEm.


It had some security issues in the past which also made me delete my profile there. It’s more closed (one of their values is to share with loved ones) so I think it’s a different type of photosharing app than Instagram. They should be over with the security issues now though.

Other suggestions that came in on my Facebook page were 500px and Tadaa (and I’ll update the list when more comes in (on the page or in the comments)).

The problem for me is not only that they now think they have the right to sell my pictures to third party companies, and that they, visually speaking are trespassing on, and occasionally stealing my property.

The problem for me is that if you can’t come up with a business model that’s beneficial without screwing your community over, then I don’t want to use my precious time on you. There are so many other places out there where my photos are safe.

And me? I personally think I will go back to Flickr, but not quite decided yet. My Instagram photos are being uploaded there as we speak though.

Update: I have been testing apps for a while today and looking at a lot of different solutions. I’m going with EyeEm for the photo community and adding it to social media incl. Flickr for safekeeping (and reviving my “old” community on Flickr).

I don’t think that EyeEm will work for me in the long run. I miss my community from Instagram. Community and love are what social media is all about for me and it’s simply just too quiet on EyeEm. I have thought about doing a new Instagram profile, however! I’m not budging yet.

Social media

Social media do’s and dont’s for CSR professionals

I did a talk on tuesday for CSR professionals in Copenhagen through Tania Ellis and the social business club. I entitled it “Social media do’s and dont’s for CSR professionals” I recorded it and here it is:

Im honored that Tania and I are going to be doing a social business/social media masterclass on the 25th of october where it would be so good to see all of you


Business content marketing Social media

Should you use CAPS LOCK in your online communication?

One of my absolute horrors in business, is when people use capital words to emphasize how strongly they feel about something . How wild it makes them feel. How much they want you to do something for them.

I get a nervous fit everytime I see it.  To me it’s like two people standard across from each other, having a conversation and then a really annoying person comes over and starts to SHOUT at them. Something not in context. Something really important to the person, but that the two other people don’t really care about. You wouldn’t do that at an event, but apperently some people feels like it’s ok to shout at other people on the internet. Please don’t be that person.

It isn’t ok to shout at people – especially if you don’t know them that well.

Because I feel so strong about this, I decided to do the “league against the use of capital words in communication”. Everybody who’s in say “Aye”!

ps. the answer to the question is a HUGE no! use your creative communication skills instead of pressing Caps Lock if there’s something you feel strongly about.

pps. I am thinking about doing a “only speak in caps lock” day as a part of this process – what do you think? good idea ?