The hashtag has many uses. It can start a discussion, that in turn becomes a spirited discussion - #BestAlbumOfTheYear. It can help users research a subject - #KidsActivitiesInSanDiego. Or the hashtag can spawn an indisputable fact that inspires a movement - #OccupyWallStreet.
How can a marketer harness the ability of the hashtag?
RIDE THE HASHTAG WAVE Do you sell organic seeds and wish to increase your brand's awareness in the organic gardening neighborhood? Start by searching on hashtags related to your company - #seeds, #garden, and #organic. Then join the exchange of information happening. Don't hard sell your company. Instead, you can suggest that a farmer attend the Organic Seed Growers Conference or explain the way you preserve heirloom seed varieties. Make sure your Twitter page features a link to your business Web site, so as you will get Twitter followers, you will also generate site visits as well as sales.
LAND PRESS VIA HASHTAGS You own a handmade toy company and want to secure publicity prior to the holidays. Determine the people you want to message. From major toy retailers to parent bloggers, industry magazines to celebrity moms, introduce your toys via a hashtag. You are able to lead with a simple #Introduction. Or use a hashtag to share humor or a toy benefit: "Can you put our natural wood Soma cube back together before your son or daughter can? #BraggingRights #CustomersReportIncreaseInSmiling. "
DRIVE TRAFFIC VIA HASHTAGS Encourage Twitter users to visit your business using a unique hashtag to communicate a great offer. During the traditionally slow time, Joe's Diner tweets: "Tuesday lunch special - bring a minimum of three friends between 2 - 5 p. m. and also you get 25 percent off your check. #JoeIsFeelingGenerous. " Or even an online stationery store tweets: "Free shipping if you write us a poem within the Comments section during checkout. #NoRosesAreRedVioletsAreBlue. "
CONDUCT A WEBINAR AND ENCOURAGE USE OF A SEMINAR HASHTAG A Webinar is really a Web-based seminar where you present via computer - instantly - to your remote audience. Your audience never needs to leave their home, but they can interact with a person. Whether you're launching a new product or announcing modifications to existing services, leading a training session or demonstrating how you can use an item, ask participants to include a specific hashtag using their questions or suggestions. For example, if you sell scrapbooking software and therefore are introducing the latest design templates, have participants use the actual hashtag #ScrapbookingNewDesigns. That way, you can answer their queries, plus you may generate more seminar interest in the actual Twitterverse - beyond the invited group.
USE HASHTAGS IN MODERATION Hashtags ought to be used sparingly. You are looking to connect with Twitter users to promote your business. Overusing hashtags dilutes your message and may annoy followers to the stage where they unfollow you, or worse, they consider a person spam. Interact with users in a meaningful and professional way as well as your business will benefit.