#TheBusinessofHashtags

I didn't like hashtags when I first heard about them. I thought, “Why would anyone do that?!” and ragged on my best friend for using them on Instagram.

Fast forward a few years later and I love them. Especially after the hilarious skit on Jimmy Fallon’s new late night show (the first one with Justin Timberlake was funnier – if you have not seen this, stop reading and go look it up on Youtube. That is an order.). Sometimes the hashtag is the only way to describe a situation.

So what are hashtags good for? How can businesses use hashtags to their advantage?

Since its start in 2007, hashtags have spread from Twitter to all social media platforms such as Facebook, Instagram, Google Plus, and Vine. Hashtags can have several purposes. For starters, hashtags can help with search ability. Users are presented with a vast amount of information on social platforms, so searching for a particular hashtag can help correspond to their desires and needs.

Hashtags can also be used to tap into user-generated content. Advocates of a brand or trend can even start a hashtag that may promote your business. Firms can join conversations around these hashtags, and help steer the conversation back to their site.  

Hashtags are also a great way for companies to start a conversation with their users and receive feedback. Many businesses will start the conversation around a hashtag, like #TVJustforme, (a real hashtag from Cox Communications) and have users pass the hashtag around, sometimes for an incentive, sometimes just for exposure. Users many times have an incentive to pass the hashtag around for chances to win prizes, discounts, or just the chance for their 15 minutes of fame interacting with a cool brand.

Finally, hashtags are a great way to add humor to any dull moment. Although companies have to be very careful in their humor, many times hashtags serve as a punch line, and can receive positive word of mouth from these efforts.  This can also help with a more boring or not-as-exciting brand, like an electric company.

Even though hashtags are a great business tool, businesses must be cautious not to overuse them. Users get tired of the constant hashtagging and also get tired of businesses pushing their hashtags in consumer’s faces. Hashtags are a great marketing tool, but brands must have a strong plan surrounding a hashtag they are introducing, and be consistent with their promotion.

What do you think about hashtags? Do you like them or use them? Do you think it’s a good idea for businesses to use them? Comment below!