Twitter is here to stay. I don’t think that’s a particularly bold statement. Twitter has been embraced by consumers of every age and demographic. More and more companies are realizing it is a compelling medium through which to communicate their brand identity and engage in dialogue with their fans and detractors alike. They quickly learn that the most straightforward way in which to activate, and participate, in a conversation is through the use of hashtags. For those who have an active Twitter handle, hashtags are old news. But for anyone who has yet to be initiated into the language and etiquette of the Twitverse, the mention of hashtags draws black stares. And, unfortunately, the uninitiated still outnumber the converts by a significant margin.
Simply put, hashtags are any word, or linked words – words strung together without spacing, preceded by the “#” sign, eg. #asquaredgroup. Ideally, they relate to the subject of the tweet in which they are found. Traditionally, they are placed at the end of the tweet. Most importantly, they serve as a signpost for anyone wanting to be part of a conversation about the hashtagged subject.
For example, if I want to talk to people who love Nintendo, I’ll search #NintendoEnthused. My search will reveal a real-time discourse between Tweeters across the Twitverse who are excited about that brand and want to share their opinion with a larger audience. The search filters out any tweets from those same individuals that aren’t about Nintendo. I don’t have to be following any of them. I can “listen” to the conversation by just following the tweet stream. I can jump in and out of it whenever I want.
If I want to start a new conversation, all I need to do is send a tweet about my subject of choice and include a hashtag of my own making. My followers can engage in dialogue with me about it. In addition, anyone who is interested in the subject, and searches for it, can join in. The conversation takes on a life of its own. If members of the Twitverse think it is relevant, the conversation may continue for hours, days, or months. It may even start a movement.
The hashtag is a beautiful thing. And it’s just one of the many reasons why those of us who have embraced the incredibly dynamic and exciting world of Twitter advocate it so emphatically.