By: Kelly Cooper, Marketing Manager, ShopIgniter
Hashtags have long been used by social networking sites like Twitter and Instagram to categorize tweets and posts, helping them show up more easily in searches. With the introduction of hashtags to the Facebook network, marketers should be prepared to begin seeing hashtags in posts, and available in Graph Search.
There are distinct implications this change has for marketers and how they can leverage hashtags on Facebook. With this introduction in mind, here are a few tips and tricks for success when it comes to hashtags and Facebook Graph Search.
Now that you have established a hashtag strategy for Facebook, remember that hashtags in the post, not comments, are searchable. While this means that someone will not be able to hijack your post into a conversation stream, it may also mean you may not be able to listen to all conversations that include your hashtag. In this vein, remember, too, that privacy controls trump hashtags. Unlike Twitter, you will not be able to see every mention of your hashtag. Regardless, with so many Facebook users, your Graph Search of hashtags should give you a good idea of how any given conversation is trending.
If I were to give a prognostication, next on the horizon for Facebook Graph Search and hashtags is the distinct possibility that we will see them appear as yet another advertising targeting option. In the not too distant future, not only will you be able to target users who have downloaded specific apps, listened to particular artists, and/or have a unique set of interests etc. but with hashtags, marketers will also have the ability to target based on user post copy. At the end of the day, as with all things Facebook, expect more changes and prepare to remain agile; don’t lose sight of your business goals, and continue to analyze, hone, and measure.
Kelly Cooper is Marketing Manager at ShopIgniter where she drives digital community around the intersection of social media, brand and product marketing. Kelly has a rich consumer marketing background, promoting and selling products online for a variety of retail brands with categories ranging from consumer electronics to specialty foods.