hashtag tracking tool basher

What A “Hashtag Tracking Tool” Basher Taught Us

Hashtag Analytics: Getting the Word Out

As with many start-ups, communicating the value of your product is one of the most crucial yet challenging tasks to do. Recently there was an interesting exchange between us and an Emplify prospect that clearly demonstrated how we were not communicating the values of our hashtag tracking tool, Emplify.

It all started a promotional message we sent an active social media marketer. We sent him an email saying:

“Emplify gives you both sharable real-time analytics and 7-day historical snapshot on any mentions, keywords, or hashtags on Twitter and Instagram for FREE. We understand the importance of maintaining a positive reputation online for any business and thus we believe making social listening accessible is a huge step forward.”

And we listed a few of our top features. That’s always been our approach as we believed that the list of features was what our prospects wanted to hear.

So What You Have A Social Media Listening Tool!

He returned the email with the question:

“Can you tell me what you’re doing differently beyond the multitude of other hashtag tracking tools or social media listening tools (of which I’ve literally heard of hundreds)?”

After that he added, “For me I have bucked the trend of going towards hashtag tracking and conversation driven analytics. In my own work I deal with behaviors, social graphs, finding those who act upon their interest, not merely those who use the right hashtags.”

This Felt Like A Wake-Up Call!

We started Emplify with a simple vision, “to make the simplest social listening solution out there”, bringing you the just right amount of analytics at the right cost. So we were disappointed to be lumped in with all the free or cheap tools out there, which in our opinion, are gimmicky and deliver their solution with either great limitation or bait-and-switch approaches!

So we returned the message with a nice explanation of Emplify being a fully-featured, sophisticated listening app, in particular on follower relationship analysis:

“Our followers/influencers analysis does look at the relationships and will show you not only who followed/unfollowed you, but also what kind of people they are. You can then build a relationship with them and expand your audience by finding people similar to them.”

And Then He Warmed Up!

He suddenly became interested in what we are doing, and shared a lot more information about his business. It turns out that our upcoming features cover many of his existing workflows and can automate them for him. We haven’t yet shown him this new workflow yet, but we’re confident that he’ll be addicted to it once we have it.

We want to thank this prospect for waking us up!

Instead of communicating our values on how we could improve your ROI by highlighting the efficiency of your actions (causation of change in volume, reach, followers) and giving you actionable insights to act on (top messages, top new followers, top influencers to reach out to/thank), we tend to be focused on a “laundry list” of features – and that ends up making our product a little less valuable.

So we’re going to make a departure from that and soon you’ll see how these values are communicated front-and-center in both our app and the website (hint: sign-up now to get notified when we launch this refresh). If you have any suggestion on how we can do this feel free to leave us a comment.

And thanks for the critical feedback.