#Hashtaggery. ←Might not be a real word.

Staci Baird
Aug 24, 2017 · 3 min read

Hashtags. People love them, people hate them.

“An average of 125 million hashtags are tweeted per day.” From: PR Week

August 23 marks the 10 year anniversary of the hashtag. The day that Chris Messina suggested using the “pound symbol” on Twitter to create groups. Today, some people might argue that “Twitter would be almost unusable without hot-linked hashtags.”

As this PR Week article explains, today, hashtags are “used in all media and formats as an integral part of a comms and marketing strategy.” And it’s not just the social media team that should be thinking about hashtags. Strategic communicators (public relations professionals in particular) should understand that a hashtag has the ability to make or break an organization’s image and reputation.

So, are you up-to-date on all the latest hashtaggery?

An oldie, but goodie! Watch the SNL“#Hashtag” skit.

This isn’t exactly breaking news, but you can apply to trademark a hashtag. Yup. In 2013 the U.S. process for registering trademarks was updated to include hashtags, (however, not all applications are successful). Still, something you might want to consider if you create a really, really, really awesome hashtag. (#GoodLuck!)

Even if you trademark a hashtag, that doesn't guarnatee it won’t get hijacked. Which means someone uses it in a way that isn’t how you originally intended. And by the time you sue, it would be too late. For example:

#McDStories was promoted by McDonald’s to drum up some positive PR by showcasing the company’s suppliers. But the hashtag began trending for all the wrong reasons. People used it to discuss the fast food chain’s poor practices, unsanitary conditions and the unhealthy nature of their products. From: Mashable

There are also many examples of organization’s trying to take advantage of a trending hashtag and failing miserably because it doesn’t make sense for the brand to weigh-in on the topic or conversation. For example:

Entenmann’s used the hashtag #notguilty to promote their low-calorie food options — at the same time that #notguilty was already trending in the wake of the controversial Casey Anthony “Not Guilty” murder verdict. Entenmann pleaded ignorance, and we don’t know for sure whether it was accidental or just a bad joke. From Hubspot

There’s plenty more to read about hashtags. See:

And don’t forget, hashtags aren’t just for Twitter!

Should we even use hashtags on Facebook? Good question. Here’s what the research says.

On the flip side, some people believe that “No brand’s campaign needs a hashtag. Ever.” An interesting perspective to consider.

Personally, I enjoy using hashtags as added commentary on my Tweets and Insta posts, because #whynot?

#Bonus: Here’s a fun infographic about Choosing a #.

Check out this handy infographic from Twitter on how to choose a hashtag. View larger.
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Staci Baird

Written by

Assistant Prof of Comms @ULaVerne. Mad about metrics. Tracking & analyzing outputs, outtakes, outcomes. Student pilot. I love adventure. #prprof #jprof #edtech

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