Branded hashtags and hashtag strategy
Hashtag strategies are not limited to branding hashtags. One of these alternative strategies is hashtag marketing. The Washington Post found value in using hashtag advertising to promote their own content, by sponsoring the hashtag #Elections as a trending topic on Twitter during the last US elections. As a result, the newspaper’s tweets appeared first when users searched #elections on election day.
Another hashtag strategy, common to bloggers and news aggregators, is to use hashtags as a means of crowdsourcing. By having fans and followers share content with their company’s hashtag, brands are able find and share content that’s relevant and shareable. Other common hashtag strategies include gaining follows and linkbacks with hashtag competitions and using hashtags to create buzz at events.
The hashtag is a powerful tool when used correctly, but can also agitate followers when used incorrectly. Below is a list of hashtag practices that are guaranteed to skyrocket you to being a #HashtagExpert!
Using hashtags correctly
Remember that hashtags are public – anyone searching for that tag will be able to see your content.
#Don’t #hashtag #spam #every #single #word. There is nothing more unpleasant than having to sift through an over-tagged update.
Only hashtag relevant topics (a lesson learnt from Kenneth Cole’s #Cairo scandal).
Use capital letters (#SociallySpeaking reads easier than #sociallyspeaking).
Avoid using long hashtags. You will find great difficulty in facilitating conversation around something like #StevensLatestDigitLabBlogPost, as it leaves more room for error.
Avoid abbreviations. #SS could be Socially Speaking, but could be a thousand other things too, which makes monitoring conversation nearly impossible.