This article from Adweek discusses Facebook’s potential adoption of hashtag. Twitter introduced and popularized post-categorizing tags but Facebook’s recent acquisition, Instagram, also allows its users to hashtag contents. Facebook’s reported adoption in the coming months will allow hashtag to exist on the biggest social platform, further integrating social with traditional media (television, out of home, print) as the usage of hashtag in those media are already building conversations around brands.
Hashtag empowers consumers because it allows consumer opinions to be easily shared and categorized. Consumers are in control of conversations around brands but brands can analyze hashtags and follow conversations in real time to acquire the most accurate insight. While hashtag cannot move a consumer along the hierarchy of effects or purchase decision-making process, it can pinpoint the consumer’s position because opinions and thoughts are systematically categorized. Brands can then design advertising with distinct objectives of persuading consumers to move long the hierarchy and process. Hashtag can also give the immediacy Facebook Newsfeed needs that it currently does not have, allowing it to compete more closely with Twitter.
As we have seen with this past Super Bowl, brands are hashtagging their advertisements on traditional media because they encourage conversations around them. While Twitter has brought hashtag to hundreds of millions of users, not everyone has adopted the practice of tagging their content. Facebook’s potential adoption can truly bring this feature to the masses, allowing conversations to exist on a multimedia platform not restricted by 140 characters or less. Hashtag allows social media platforms to understand and organize consumer chatter but also allows traditional advertising to live on past its implementation. Thus hashtag on Facebook is beneficial to consumers, brands, social media, and traditional advertising.
Note: The picture is the annoying Facebook girl meme. Google it, it is a great laugh!
Tom Qin, 06096359, COMM335-1, article, Facebook, hashtag, hierarchy of effects, branding