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#GettingHitched

You can now pay someone to come up with a bespoke hashtag for your big day. I kid you not.

Joanne Carew
By Joanne Carew, ITWeb Cape-based contributor.
Johannesburg, 08 Dec 2016

Have you ever heard of Chris Messina? A quick Google search for him will reveal results for an American actor and film director who had supporting roles in films like "Argo" and "You've Got Mail".

Hidden among the actor's Wikipedia page and tabloid articles about his most recent onscreen exploits is a link to a site about another Chris Messina. A Chris Messina who probably should be famous, but isn't.

You see, this individual invented something that many of us use every single day and yet, most of us have no clue who he is. Any idea what that something is?

I'll give you a few hints.

The thing he created actually goes by several names. One of the less commonly known of these is octothorpe.

Upon discussing his idea with a certain social network back in 2007, they showed little interest and responded to his proposal by saying: "These things are for nerds. They're never going to catch on."

Two years later, that same social network adopted Messina's idea, and today, it is used across various social platforms.

If you still don't know what I'm talking about (and if the title of this column didn't give it away) - I'm referring to the hashtag. #Obvs.

What I find amazing about the story of Mr Messina is that the former Googler, and current Uber employee, never actually patented the hashtag; a simple concept that allows social movements, brands and individuals to group conversations together around a certain topic, to share an opinion or support a cause.

When asked why he wanted hashtags to be used freely, he explained that a patent would just inhibit their adoption. "They are born of the Internet, and should be owned by no one. The value and satisfaction I derive from seeing my funny little hack used as widely as it is today is valuable enough for me to be relieved that I had the foresight not to try to lock down this stupidly simple but effective idea," he said.

Pretty cool when you think how widely used hashtags are today and how much cash he could have potentially made. But just because Messina isn't banking bucks through his clever creation, doesn't mean others haven't come up with creative ways to cash in on the tagging trend. Which is what led me to research the history of the hashtag in the first place.

#WeddingBells

You see, I recently came across an article about a woman who started a company called "Happily Ever #Hashtagged". And she's in the business of dreaming up pithy hashtags that couples can use to tag social media posts from their wedding day. For a mere R550, LA-based magazine editor Marielle Wakim will craft a hashtag that suits you best.

As is the case with most online trends - there are arguments for and against this business idea.

If you're in the market for more of a splurge, you can get three nuptial hashtags - and a bachelor and bachelorette party hashtag - for just R1 500. To illustrate how she gives regular folk their own Brangelina or Kimye moment, some of Wakim's quirky wordplay includes: #MollyPicksUpTheTempo for the union of Molly Goldbach and Chad Tempo, and for Katie Gaston and Connor Dougherty she conjured up #KatieSaysIDOugherty.

As is the case with most online trends - there are arguments for and against this business idea. On the one hand, if you're the couple getting married, using a hashtag allows you to form a hub of sorts where everyone can access the pictures and videos your guests captured on your special day.

Rather than having to ask Uncle Jim to send you a copy of the video he took of the bouquet toss, you can just search for it online. In essence, your guests are putting together a digital photo album for you and your partner and in doing so, you're able to see the event from multiple perspectives. Fair enough.

On the other end of the spectrum, some think the whole concept smacks of vanity and self-promotion and view the idea of paying for a hashtag as a way to further commercialise a couple's "till death do us part". I must confess, I think I find myself on this side of the argument.

While I don't judge anyone for wanting to mark the event with a creative wedding catchphrase, I guess I feel like it robs the whole occasion of its intimacy. And with everyone already constantly glued to their phones, I fear that adding this additional social media element to your big day may just mean that no one looks up from their phones at all.

That said, I applaud Wakim for her creativity. Especially when you consider that most industries around the world are experiencing a consumer spending slowdown and yet wedding costs are on the up, with the global wedding industry estimated to be worth over $300 billion.

I may not want a hashtag when I do #GetHitched but I don't think you can blame someone like Wakim for combining her pun prowess with Chris Messina's clever concept to capitalise on this proverbial cash cow.

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