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Eye on: Facebook Supports Hasthtags
Eye on: Facebook Supports Hasthtags
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Eye on: Facebook Supports Hasthtags

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Facebook has recently launched #hashtag support on the platform. Consumers and brands can now use …

Facebook has recently launched #hashtag support on the platform. Consumers and brands can now use
hashtags within their status updates and within Facebook apps. These hashtags will appear as clickable
links on desktop only, and when clicked, will open up a feed where you’ll see stories from people and
brand pages who have posted with the same hashtag. Facebook privacy settings will determine which
posts you will see in the feed, thus restricting users from seeing posts from people who are not their
friends.

Hashtags are recognized on multiple social media platforms including Instagram, Google+, Tumblr and
Twitter. Hashtags are also used by multiple TV shows and live events to direct consumers to engage in
conversation about what they are watching.

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  • 1. Eye On: Facebook Hashtag Support, Vol 2, Issue 5, June 2013 © Leo Burnett/Arc Worldwide 
Contact: Joe Kehoe (312-220-1459) or Jake Setlak (312-220-4005)"Facebook has recently launched #hashtag support on the platform. Consumers and brands can now usehashtags within their status updates and within Facebook apps. These hashtags will appear as clickablelinks on desktop only, and when clicked, will open up a feed where you’ll see stories from people andbrand pages who have posted with the same hashtag. Facebook privacy settings will determine whichposts you will see in the feed, thus restricting users from seeing posts from people who are not theirfriends.Hashtags are recognized on multiple social media platforms including Instagram, Google+, Tumblr andTwitter. Hashtags are also used by multiple TV shows and live events to direct consumers to engage inconversation about what they are watching.
Key Points to Understand!!EyeOn:FacebookSupportsHashtagsGradual Rollout!Hashtags are not live yet for all users, butexpected to gradually roll out over the next fewweeks. "Hashtag Content Display Order!Hashtag content is shown in chronological orderwith your friends and brands/pages you followshowing up first, then public content from usersand brands.
"Mobile!Hashtags can be seen in your newsfeed ortimeline on mobile devices, but will not beclickable at this time on mobile devices.
"Hashtag Ownership!Brands cannot own hashtags. Hashtags are publicand are not ownable. Anyone may use a hashtag,or create their own hashtag.
Advertising!At the present moment, hashtag targeting is notavailable for Facebook advertising. Hashtags canonly be promoted via a promoted post. Hashtagscan only appear in newsfeeds ads on desktop asthey are not clickable on mobile devices.
Measurement!Hashtags are not yet supported in FacebookInsights. There is no way for brands to measurehashtag performance at this time.
Hashtag Results in Facebook Feed
  • 2. Eye On: Facebook Hashtag Support, Vol 2, Issue 5, June 2013 © Leo Burnett/Arc Worldwide 
Contact: Joe Kehoe (312-220-1459) or Jake Setlak (312-220-4005)"Implications for Brands!Hashtags could offer brands new opportunities to engage in conversations with consumers about topicsthat matter to them on Facebook, other social platforms, or even TV. They could also provide insights onthe types of content consumers are looking for, enabling the brand to contribute to the conversation oramplify an emerging topic with paid advertising.However, Facebook does not recommend that all brands begin using hashtags in their Facebookmarketing activities yet, unless they are currently using it in an integrated campaign. Brands shouldnot be using hashtags platform yet due to these types of issues:1.  Hashtag Spam may affect overall content reach2.  Age restricted content exposure3.  Post takeover by consumers commenting with topics which result in unintended consequences4.  Brand tagline hacking with off brand tagged content5.  Endorsement of other brands or personalities on Facebook via hashtags6.  PR IssuesAn agency update will be sent out with cross channel guidelines on how brands should be using hashtagsonce the functionality has been fully rolled out and safeguards have been put in place to protect brandsfrom issues that could affect their marketing efforts.EyeOn:FacebookSupportsHashtagsFor more information about Hashtags on Facebook and mobile adoption:!•  http://newsroom.fb.com/News/633/Public-Conversations-on-Facebook"•  http://investor.fb.com/releasedetail.cfm?ReleaseID=761090"•  https://www.globalwebindex.net/product/stream-social-global-report-q1-2013-with-embedded-data-2/"•  http://venturebeat.com/2013/06/12/facebook-starts-the-big-hashtag-rollout-trending-topics-coming-soon/"Brand #Hashtag Takeover #Hashtag Spam

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