In the world of emerging media, the most successful brands “are those that are able to tell their stories in the most interesting ways.” Social media has provided a new way to do just that, while also allowing people to have a conversation through the hashtag trend.
A hashtag is a way to organize content on social forums, allowing users take part in a social dialogue while also promoting the brand.
Unique branded hashtag
Companies can create hashtags specific to their brands as a way to promote member-only promotions such as #StarbucksForLife. Such campaign-specific hashtags allow not only the brand to communicate with the consumer community, but for members of the consumer community to share with each other during the duration of the special promotion.
Brands can also use hashtags to increase social media engagement with events, such as this Shabby Apple contest requiring contestants to “post a sketch, computer drawing or photograph of your design on to your instagram with #shabbyapple #daretodesign.”
Contest participants can encourage others to visit the brand page to vote, which in turn increases traffic of current and potential customers.
Leverage trending topic
Brands can also leverage trending topics such as today’s #TalkLikeAPirateDay. Brands like Macy’s found a way to make the topic relevant to their brand. This works to the company’s benefit as users will see Macy’s when they click this trending topic.
Call to action
Brands and organizations can also attach value to their hashtags with a call to action. With an objective, such as this CDC Flu campaign, users are prompted to do more than just read or share the content, they are asked to be a part of the solution as well as a larger conversation.
What do you think of this trend? Do you use hashtags?