Hashtags are License Plates

Hashtags are like license plates. They are easy to ignore in traffic, but the clever ones stand out, and they do serve an important identification purpose. For marketers and communication strategists, hashtags have become practically necessary, and a remarkable tool for organizing followers and channeling trends. When used correctly, they can serve as a tactical golden egg. And with lack of planning, they have the power to turn a good campaign into a rotten egg.

Why do we use hashtags? Originally, hashtags were created by Twitter users for the purpose of categorizing content and conversations. They have since become prominent on other social media platforms including Facebook and Instagram, though their purpose remains the same: to categorize content and conversation.

As owner of a mid-sized southern Utah public relations agency, I have seen very few clients experience stand-out successes using hashtags. However, those that have worked or caught on have made every effort worth the investment of time and strategy.

One successful example is the use of two hashtags in an event my agency created called Georgefest. The establishment of the event marketing plan came about six months before the event launched, providing time for strategic planning and thoughtful branding. Two hasthags were created for the event: #iamgeorge and #georgefest. The tags are promoted on event social media and advertising platforms, posters, and programs. Additionally, T-shirts encourage attendees to document their Georgefest experiences on social media with both identifiers.

With 23 first Friday events now complete, Georgefest has a substantial social media following. Both event hashtags are used by attendees, with #georgefest taking the lead as the most used. By googling the hashtag, attendees can share real-time experiences on the night of the monthly event. Also, Googling the hashtag offers a comprehensive catalog of the history of Georgefest because the hashtags have been used in marketing from the event’s beginning.

This is one example of how hashtags can and do work. Their success requires persistence and continued calls to action for participation. Personally, I think hashtags can be overdone. I always encourage clients to select one or two hashtags they can live with, and to test hashtags to make sure they can live with the types of traffic that may also be boasting the same string of letters led by a pound sign.