Weekly roundup #5: Facebook hashtags, Instagram Big Mac pics, even Lego has PR challenges, and more

Here's this week's selection of interesting stuff for busy marketing and communications pros. I share most of these links over on Google+. Let's connect there, or on LinkedIn.

• The annual South by Southwest Interactive Festival is ground zero for the social media scene.Kerry Gorgone shares her six takeaways from SXSW 2013, including the need to empower employees as brand ambassadors. I think this is a big one, and a missed opportunity to extend social reach for a lot of companies.

• Here's a useful infographic on building the perfect Tweet– including the need to stay under 120 characters so folks have enough characters to retweet!

• The Wall Street Journal reports Facebook is looking at adding #hashtags to make keywords and topics searchable. "Bring 'em on," said Natalie Burgwin, senior manager, public relations at 1-800-Got-Junk? "Visibility is the name of the game on social media and hashtags are going to increase that," she notes. I agree.

• At PR Daily, Rebecca Benison gives us eight phrases to eliminate from press releases, and I could write a 5,000 word blog post with many more candidates. My shortcut tip: eliminate almost every adjective in your press release, and you’ll be much better off.

• Lego recently announced stellar 2012 results – 25% growth. But even a brand as successful and beloved as Lego has its PR challenges. Forbes interviews Lego Group communication manager Jan Christensen about those PR challenges, including accusations of sexism in its Lego Friends line and charges that its Star Wars Jabba the Hut Palace is too similar to mosques in Beruit and Istanbul. Global brands face unique challenges as products create different meanings in different cultures.

• McDonald’s kicks off an innovative mobile campaign rooted in the photo-sharing app Instagram. Innovative stuff and a unique approach to driving brand engagement via smartphones. its pushes to extend its reach in the photo app.