New marketing frontiers for Twitter hashtags

It’s been thrilling to observe how the use of Twitter by private individuals, media organizations and businesses continues to evolve.  And how that evolution accelerates as more and more people get on board and bring fresh ideas to the Twitter tea party.  Twitter has come a long way from the days when many people couldn’t imagine it doing anything more than providing geeky social media types a platform for broadcasting inconsequential, verbal snapshots of their daily routines to other geeky social media types hanging out in the Twitter universe.

Lately I’ve been reflecting on the potential use of hashtags for people and businesses and came up with the following thought.  Perhaps this or something similar has already occurred to someone else, but I haven’t come across it so far in any of my ramblings through the social media and marketing blogosphere.

Hashtags enable anyone on Twitter to follow a particular topic, provided someone has created a specific hashtag for it.  For  example, conference organizers are increasingly creating hashtags for events.  All tweets relating to the event, either from those in attendance or not, can be viewed in one Twitter feed as long as the Tweet includes the hashtag somewhere in it.  A hashtag always starts with the pound sign — #.  The reason for this, as far as I can tell, is so it can be indexed and searched by

This got me thinking.  Hashtags can of course be a great tool for people who share a common interest of any kind — conference or otherwise — to keep that community continually informed of relevant news.  Let’s take English springer spaniel owners for example.  A hashtag could be created for the best places and times to meet up with other owners in their local area or to help them find the best buys on Eukanuba English springer spaniel formula (presuming there is one).

The specificity and local aspect is especially interesting. The hashtag can be written for a narrow topic and for a small geographic area, making the information especially useful and actionable to anyone living there.  For example, I could set up #EukenglspringerFFM for people looking for good buys on Eukanuba springer spaniel formula anywhere in the Frankfurt area, where members of that community could continually inform each other of those good buys.  Local pet retailers could also use the tag to instantly inform the community of price off promotions or other special offers.  Twitter could potentially charge those retailers for commercial “participation” in the hashtag, with an additional charge when a link in the Tweet to the retailer is clicked.

Is anyone aware of consumers, brands or retailers who are already using hashtags in this way?  Let me know via a comment.  And if you have any builds to this idea, I would love to hear them.



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9 responses to “New marketing frontiers for Twitter hashtags

  1. Steve,

    I agree that hashtags are a great form of marketing. For one, they are viral, informative, useful and interesting. I find these qualities are the roots of an effective marketing campaign and helps build brand awareness for everyone interacting with a brand, cause or topic.

    Look at #TCOT — it speaks to those like a hidden code that they belong to the “tribe” of top conservatives on Twitter. Even though I myself am a moderate, I respect the opinions shared by others. It’s great marketing for great words shared by others.

    A great hashtag can’t make up for a poor conversation. There has to be value and it has to be busting at the seams for the masses to enjoy.

    Good piece on marketing and hashtags. Since it’s a worthwhile bit, we’ll be hosting our user conference locally, we have hundreds flocking to Scottsdale, AZ to be with us to learn best practices with our software. Our hashtag is #infusioncon and it’s a great way to listen and engage with our audience members and empower users to connect with each other. It’s great!


  2. Steve – I think your thoughts about hashtags is a great idea! I was thinking it would also be useful to have certain ways of following things that are more confidential – for example to use twitter and tagging to monitor behaviour of participants (that willingly join a study). Not sure if this is already possible because I am new to twitter – but the idea has implications and possibilities in the research field.

    Appreciate you sharing your thoughts, and getting the ideas flowing!

    Best, Bryan

  3. Great post.

    Twitter also has other possibilities. Have you seen

    If you follow plusplusbot and add ++ or — after a word it counts it on their Web site. So a great way of aggregating whether a brand is getting good love or bad love.

    Also check out:

  4. Just recently I have been looking in search of a bit of info about Eukanuba. Can it be really that the base is comprised of soya? Obviously there would be other things like meat in it, but that doesn’t sound like a good base.

    • Stephen Rothman

      I don’t really know. I was only using Eukanuba as a hypothetical example of how a marketer might use hashtags. I suggest you get in touch the makers of Eukanuba if you have questions about the formula and its nutritional value.

  5. Thanks for every other informative website. Where else could I get that kind of info written in such an ideal way? I’ve a project that I am just now working on, and I’ve been on the glance out for such info.

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