Often part of a punchline or a conversation starter; the # symbol or hashtag allows people to mark keywords or topics in a Tweet. Created to give people an instant way to search, track and weigh in on topics of relevance , including content started by brands.

Well, that’s if the brand understands how to use a hashtag. We all learn from our consumers, our competitors and by the mistakes we make. But one thing is clear, hashtags are about engaging your community first and self-promotion second.

The Individual Twitter user and the brand use/view the hashtag differently. Recognizing that division is crucial in ‘doing it right’ on social media. Generally speaking, your consumers use or create hashtags to help explain or categorize their content or posts.

On the other hand, a brand creates an effective hashtag for action. The best brand hashtags not only reach an existing set of people who are already interested in a specific category, they also provide those people with a reason to share with their audiences about the brand.

Here are some do’s and a few don’ts that every brand can implement and learn from.

#LimitUsage

Keep it to 3 tags or less per post on any given social platform or you’ll come across as a spammer.

#Relate

Don’t hijack a popular or trending hashtag to get attention. As I was completing this post, I received the following request via Twitter:

Oddly enough, it fit well with what I was already going to mention - so I’ll highlight it here quickly. Recently, FM96 had a pretty decent contest running. Where if you were attending the Kings of Leon Concert, you could enter by tweeting your seat details for a chance to win a “move to a front row seat”. Pretty cool, but the issue was they prompted contestants to tag both #tweetyourseats and #ldnont to enter. Their instructions even suggested you could tweet/enter as much as you wanted until the show started. Needless to say, the response was very disturbing to the average user who follows the #ldnont hashtag. At times, there were strings of nine tweets showing up on #ldnont with only seat information and tags for entering the contest — too spammy. On the other hand, there are no hard and fast rules to this. There is however, an unwritten etiquette when it comes to hashtags. My number one rule is don’t ruin other peoples experience by latching on to a popular hashtag just for exposure. This rule should apply to both brands and individuals, and should also include live events like conferences and city council meetings. Nothing disrupts a hashtag more than countless tweets repeating verbatim what is happening at an event. This really deserves a unique hashtag of its own.

#GetSpecific

Think of general hashtags like #bagel or #bagelshop as general search terms. Granted, they will get your company’s content in front of the heap of users, but they don’t really do anything to nurture or improve your relationships with the people willing to talk about your brand. A unique made by you hashtag, however, is more like a targeted campaign. Promote #BagelsForDinner and your existing fans will collectively deliver a load of brand-specific content to their own networks. Whether it’s an Instagram gallery of strangers’ bagel meals or a long list of Tweeps increasing their breakfast for dinner intake with your tasty product, the conversation is truly about YOUR BRAND.

#SearchTermInsight

Think beyond your brand before you decide on a term(s). If a consumer clicks on your spa’s #GetAFacial hashtag, what else will they see in that index? And will the results help or hurt your brand? Find out before you create your hashtag, not after.

#TripleCheck

And then look at it at least one more time. Have others see if they can catch a red flag you may have missed. I've seen some massive hashtag blunders that happen awfully quick.

#KnowYourWeaknesses

Don’t ask the public to join in a conversation if there’s a possibility they may hinder your brand. Asking the people of Twitter for their experiences can certainly result in getting more than just glowing recommendations. Even your most loyal fans won’t be able to cover for your brand’s shortcomings. Play to your strengths.

#Straightforward

Keep it short, memorable, and simple to spell. Think #OpeningAtJoes versus #joesdinerandcafeopening. Capitalization is your Allie, and the social media world gives you bonus points for savvy hashtags that can be used easily in a sentence.

#CallToAction

A Hashtag only works for a brand when the consumer uses them, so you’d better tell your followers what to do with yours. Do you want feedback on a product or service? Are you asking for content? Trying to reach advocates for your cause? Having a contest? Give them a reason to use what you've created. With a strong call to action, your hashtag is a catalyst for conversation that can earn you a spot in a variety of social feeds. Without direction, it’s not much more than a incorrectly positioned # symbol.

Hope you found value in this story! If you did, please hit the recommend button or share via Twitter — thanks!

@BrianBlatnicki