Paper Plane Crash – Social Media Tip : Research your hashtags

Here’s a quick tip if you’re setting up a social media campaign that relies on a hashtag:

“Do Your Research”

A PR company in Australia have launched a campaign for a Japanese restaurant in Bondi called “Paper Planes” encouraging users to repost a flyer on Instagram and tag with the hashtag #paperplanes.

Innocent enough you would think.

However the hashtag #paperplanes is already in use to tag images on Instagram with an altogether different meaning – most commonly relating to the practise of smoking marijuana.

The two screenshots here show the original post from the company (top) and some images that a search for #paperplanes reveals.

Now this could be a really clever way to get publicity for the client, or potentially a case of creating a hashtag without researching its existing uses.

Either way it’s a good reminder to always do your research before embarking on a social media campaign.

It really is a “hash” tag.