Friday, August 16, 2013

How to #Hashtag on Facebook

It has been a little over two months since Facebook rolled out it's hashtag feature and some brands have been utilizing as a potential tool to drive engagement. Although it hasn't gained much traction yet, Simply Measured's recent study found that brand adoption of Facebook hashtags had increased by 20% by the end of July. 

Five major brands have demonstrated strategic and effective hashtag tactics and, in turn, have been seeing major results:

1. American Express - Cross-Channel Campaign Promotion 
Average Brand Engagement: 1,689
Post Engagement: 10,362
Engagement Factor: 6.1 x AVG
By creating awareness for its #PassionProject campaign using the same hashtag on Facebook, Twitter, and Instagram, American Express is making the campaign content discoverable across networks. 

2. Moet & Chandon - Seasonal Hashtags for Seasonal Products
Average Brand Engagement: 1,571
Post Engagement: 9,083
Engagement Factor: 5.7 x AVG
Seasonal hashtags allow seasonal brands like Moet & Chandon to promote #Summer products by tapping into a broad topic. 

3. Credit Suisse - News Jacking
Average Brand Engagement: 168
Post Engagement: 1,088
Engagement Factor: 6.4 x AVG
Credit Suisse, a multinational financial services holding company, used #Wimbeldon to highlight it's player sponsorship. Brands can use Facebook hashtags to create awareness for their pages by tapping into event discussion and providing valuable content. 

4. Loreal Paris - Already Popular Hashtags 
Average Brand Engagement: 1,012
Post Engagement: 3,387
Engagement Factor: 3.3 x AVG
Popular hashtags on other networks can be extended to Facebook. Cosmetic brands' use of #ManiMonday exemplifies that using context that has already been created for many popular tags on Twitter, Tumblr, and Instagram is effective. 

5. MTV - Leverage Your Largest Audience 
Average Brand Engagement: 4,924
Post Engagement: 8,171
Engagement Factor: 1.7 x AVG
MTV has shown how brands can use Facebook hashtags to run integrated contests and promotions to encourage fans, their largest social audience, to participate on other networks. 

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