Twitter Hashtag@10: Why Brands Should Care
Known as the most widely used symbols in the digital age, the hashtag of Twitter has just turned 10. The hashtag which was originally meant to simply ‘tag’ or categorize tweets was born on August 23, 2007. A survey from ad platform RadiumOne found that 58 percent of respondents utilize hashtags on a regular basis, and 71 percent of regular hashtag users do so from their mobile devices. As the humble hashtag has become more ubiquitous businesses have found more creative ways to use them across social media sites from Facebook, Google+, YouTube to Instagram, Flickr, Tumblr and many more.
Primarily, hashtags make online searches easier?and faster since topics are arranged according to category. The online users benefit by immediately being led to the topics and conversations that they wish to join and from where they acquire information.
Identifying the right hashtags is critical when it comes to social monitoring and engagement. This allows us to find the conversations where our target audience hangs out.From promotion and unification, to identifying targeted customers, hashtag has been seen in different perspectives concerning businesses and brings brands to prominence over the years.
Brand and campaign specific hashtags are used widely today for one’s brand promotion. Brand hashtags are unique to each business. These are used as signature tags for each brand. As people use them, the brands get marketed in the way.
New entrants can use the name of their company to gain recognition. This can also help build equity. Hashtags in the name of a brand provide a convenient way for people to find and follow a brand. As customers start using the name hashtag, it builds a relationship with the brand and its users.
Brands can also get involved in hashtag conversations which help them get prominence among already existing audiences. These conversations also grant scope for research and studying the community and build and work on it.
A statement from Twitter informed that Cricket hashtag #IPL, TV show BigBoss #BB10 and movie #Sultan were among the most tweeted hashtags in India. “From social movements like #ChennaiFloods to fans of TV show BiggBoss #BB10, and iconic sporting events like the #IPL, India’s top hashtags is a unique mix that speaks to India’s culture, sense of identity and passion. It’s #whatshappening,” said Taranjeet Singh, Country Director, Twitter India.
A unique and relatable hashtag can bring a lot of goodwill, prominence, and loyalty to a brand. Thus, businesses should use hashtags to promote their business and reap benefits by bringing their businesses to the forefront.
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