Why Facebook’s new #hashtags matter to YOUR business

#Hashtags can be a huge gamechanger for Facebook marketing. WHY? #Hashtags are the only free Facebook tool designed to connect you with people looking for information about your topic.

Think about it. Right now, there are only three free ways people see your brand/fan page posts on Facebook:

1) They go directly to your page from a link on your site or because they search for you.
2) Facebook’s Edgerank algorithm puts your post in your fan’s feed. Two things to remember here: only fans will see these AND Facebook only shows your post to a small percentage of your fans — between 2%-17% of your fans, depending upon your page’s popularity.
3) You fans share your post with their friends AND Facebook shows that post to their friends. (Even people are “throttled” by Facebook, so while this is your best free option, it is still limited.) And, of course, there is no guarantee that friends of your fans share their interest in your business.

#Hashtags target your best prospects — people who are actively looking for information on your topic. They don’t have to be your fans or customers. They don’t have to search for you by name. Instead, they simply search or click on a hashtag and there you are.

#Hashtags will help surface content you posted months or years ago. Not immediately, as hashtags are new. Start adding hashtags now, though, and you’re poised to show up whenever someone is looking for your expertise… today, tomorrow, or next year.

#Hashtags let you join conversations right now. “Trending topics” on Twitter already allow you to see which hashtags people are talking about. As Facebook integrates  this feature into their search graph, the same thing will happen on Facebook. When your company or organization has a legitimate point to add to a news topic or trending hashtag, simply add the #hashtag to a relevant post and you increase your odds of the content being seen by the right people.  (You need to use this carefully — don’t pollute the stream by adding random popular hashtags to your post.)

You can’t expect hashtag search to take off overnight on Facebook. Still, position yourself for success by adding hashtags to all your posts, starting today.

Lynn O’Connell is the Creative Director of O’Connell Meier, a digital + direct marketing firm serving national trade and professional associations. Follow her tweets @omdirectLynn

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11 Comments

  1. Reblogged this on salesgamechanger.

  2. I Hadn’t thought about using hashtags for Facebook marketing. You are a genius.

    • It will be a while before it hits twitter levels, but if we start hashtagging now, we lay the groundwork.

  3. Thanks, Lynn, this is wonderful news and as always great tips by you!

    • Thanks! It will be interesting to see how long they take to catch on. Many Facebookers are familiar with hashtags from other sites, but there are also a lot of users who are only on Facebook.

  4. Am I the only one not seeing hashtags active on Facebook yet?! I’ve begun using them on my page posts, but not seeing them activated yet. Either way, it’s about time FB did something to give some extra visibility.

    • They are working on mine. They show as links in posts, and when I go into graph search, it now has hashtag search option. Guessing it is another slow Facebook rollout.

  5. […] See on omdirect.wordpress.com […]

  6. Unfortunately, Facebook’s hide all stories from user X doesn’t seem to be effective so far, from what I’ve seen. There are certain hashtags which I would like to follow about topics, however I am seeing a lot of egregious hashtag use in some topics by some people. My advice, if you do use this technique, don’t abuse it. Actually have relevant content to the tag and use social media as a platform to engage socially, not to broadcast a stream of…. well, you know.

    • That’s going to be the challenge. Between Facebook’s punitive algorithm and #hashtag abuse, I’m sure we are going to go through a Wild west phase. Still, I think the benefits outweigh the growing pains.

  7. Hashtags on Facebook as you noted allow for further consistency of your branding and more exposure to your ideal customer. Thanks for sharing and letting others know why this is important.

    Leanne Hoagland-Smith


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