Using Facebook Hashtags to Truly Engage Consumers
Last week Facebook introduced hashtags to the platform as their way to “first step in surfacing relevant and important public conversations.” As hashtags continue to become more ubiquitous across social media outlets, it was just a matter of time before they were officially introduced to Facebook. Many Facebook users are already used to hashtags through Instagram and Twitter integration so there isn’t a dramatic effect for the user. But, it does open up some potential benefits and consequences to consider for brands and corporations.
Are Facebook Hashtags the New “Like” Button For Engaging Consumers?
As the true value of the Facebook “Like” continues to be debated, what Facebook hashtags have the potential to do is provide additional layer of data to help determine which consumers are truly engaging with a brand or corporation. For example, someone may have “Liked” Subway to claim an offer or participate in a promotion. But never engages with the brand beyond that initial action. If another person who “Likes” the page as well and is using the hashtag #EatFresh in a Facebook status, their more actively involved with the brand. If and when Facebook rolls out hashtag targeting in advertising this can help to target those who are truly engaged. Honing in on users who are engaged with brands (once FB rolls out hashtag targeting in advertising)
Real Time Brand and Consumer Conversations Through Hashtags
There will be opportunities for brands to leverage conversations and popular hashtags to benefit from conversations that are happening in real time. Being able to move quickly and intelligently to be part of those conversations will continue to be important aspect of this new Facebook feature. Similar to how events have their own Twitter hashtags
Avoid Facebook Hashtag Overkill
While there isn’t a character limit on Facebook posts length that would impact the number or length of hashtags, you should still use restraint and not overdo it (think more like Twitter and not Instagram).
Monitoring Your Brands Hashtag on Facebook
Brands and corporations should monitor their hashtags and brand names to see what conversations are happening around their owned terms. Having a policy in place for responding/not responding to any customer service issues/complaints/comments if a person is using a brand in a hashtag and not posting on that brand’s Facebook wall is something all brands need to prepare for.
Hashtags ultimately will provide another great trove of data for Facebook, it will be particularly beneficial around what people are talking about. As with most of Facebook’s new products and updates, this isn’t about the immediate capabilities but about a longer term strategy and benefits of keeping the conversations happening within their platform.