Last night, Facebook announced that hashtags are officially coming to Facebook. These are the little "#" signs you see on Twitter, Instagram, Pinterest and Google+. In theory, the hashtags will be able to give you a better chance of search engine optimization of the content you have on Facebook.
As an example: if a marketer use a hashtag on a ad on TV or any other form of marketing-material - the target group would be redirected to Twitter when searching for it. Now - the target-group can be lead onto Facebook property. Zuckerberg encourages advertisers and marketers to start using the hashtags already. I mean that hashtags across all your digital profiles will increase the consistency in your campaigns. All the hashtags you use on another platform you link to Facebook, will now be clickable. I really can't wait to see how Facebook will categorize these hashtags visually.
Despite the fact that I'm super-stoked about hashtags - I do have a few doubts. What if brands drive the "social" out of "social media"? What if Facebook becomes another marketplace? Who knows? We might even get "suggested hashtags" when writing keywords linked to a brand or product? The champagne is being popped at the advertisers place, but the users will be served a bucket of warm, sweaty beer.
I hate warm beer. We are initially on Facebook to interact, and communicate with our friends. We do reach brands. We do interact with brands through campaigns that catch our interest. So the marketer still needs to keep making an effort to get my attention.
Still - I believe this might actually work out. To make it work as a brand or a business, you need a good and solid strategic foundation, and work with a throughout good consistency when it comes to what you communicate. Considering your digital media profiles, as well as your traditional marketing.
Happy hashtagging!
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