The power of hashtags is that they are popular, are often used in TV shows and have become part of a language that is spoken in social media communities.
That's an observation made by Jodene Shaer, #Lifeology co-owner and social media publicist, who spoke at the ITWeb Social Media Summit 2014 in Bryanston, yesterday.
Shaer said hashtags are easily tracked and monitored by brands that want to create social media communities. Companies can use hashtags to track and monitor what people want and need as they are in rapid growth.
To Shaer, it is important not to limit the hashtag. She mentioned that, having a lapsing time set for a hashtag is not a good idea. For example, a lot of events will create a hashtag and put a date at the end and this stops the hashtag from growing. Brands must be able to maintain momentum for their events right throughout the year. By the time the event is set to happen there must be an active community that has been tweeting about it.
She added that when hashtags have gained support and momentum, brands no longer need to punt themselves on social media, instead the community created punts the brand.
Shaer pointed out that no one owns the hashtag and people can claim it and make it work for them. This creates community responsibility to keep the hashtag going.
"Companies such as #FollowSA, #TravelChatSA and #TwitterBlanketDrive are examples of the concept of claiming and owing the hashtag."
Brands can create an engaging community by creating strong hashtag awareness campaigns. If brands want to grow an online community they have to follow back. Consumers ask to be followed back by brands they follow on twitter. Brands must interact with their consumers, and answer questions consumers might have about their brands.
To sustain the longevity of a community, brands need to create unique hashtags; ensure the hashtag is used across all platforms of communication for awareness; implement use of the hashtag in their online strategy; monitor the hashtag not just the brand; and encourage members of the public to speak among themselves using the hashtag.
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