Social Media Marketing Spotlight: U.S. Bank Rallies Local Allies for a Friendly, Engaging #MNNice #NiceOff

US Bank NiceOff

Roughly 120,000 visitors from 130 countries descended on the Twin Cities last week to take part in Super Bowl LII festivities hosted in downtown Minneapolis. To welcome visitors to the Land of 10,000 Lakes, Minneapolis-based U.S. Bank—which just so happens to have its name on the stadium that hosted the big game—wanted to give visitors a taste of “what Minnesota is all about.”

For those of you who haven’t heard, Minnesota—where TopRank Marketing is proudly based—isn’t just known for its frigid winters and as the birthplace and residence of the late Prince Rogers Nelson. It’s also known for its “northern hospitality”—or as it’s affectionately called—Minnesota Nice.

The Hashtag Test: Best and Worst Practices for Social Media Marketers


Hashtags are wonderful social media marketing tools. They can highlight trends, tie campaigns to chosen keywords, and isolate conversations. The allure of the hashtag is strong, especially for brands that desire a customized platform for their content. Twitter (and, to a lesser extent, Facebook, Instagram and Google+) thrives on hashtags for everything from primetime TV shows to organic political movements.

However, like all good things in life, the hashtag should be used in moderation. The pound sign carries great power, but only if deployed responsibly. TechCrunch’s Jordan Crook bluntly referred to users who abuse the hashtag as “hash-holes.” Avoiding that label requires an understanding of where the hashtag is most beneficial in messaging – and where it should never be deployed.