9. 所以,Hashtags 是…
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官方定義:
The # symbol, called a hashtag, is used to mark keywords
or topics in a Tweet. It was created organically by Twitter
users as a way to categorize messages.
目的:
• 將相同主題的發言統整起來
• 方便檢視及比較使用者針對議題的看法
• 重點是把一個話題或笑點做大;
Popular hashtags Trending topics
許多品牌都已經利用Twitter,來形成與粉絲間的立即連結,並以不同方式使用主題標籤,來對內容做最大的運用,以下就是The Next Web整理出來的5個妙用。宣傳內容華盛頓郵報在最近的美國選舉中,贊助了#Elections主題標籤,成為Twitter上的熱門話題(trending topic),用戶因此只要按下這個標籤,便會連結至華盛頓郵報的官網。不過運用熱門事件主題標籤時要特別留意,像之前埃及暴動時,時裝品牌Kenneth Cole就入侵了#Cairo的主題標籤,來宣傳自己的最新春裝,結果被許多網友大肆撻伐,而品牌的跟隨人數雖然還是增加了,但恐怕是出於看熱鬧的心理居多。群眾外包(crowdsourcing)美國脫口秀「Late Night with Jimmy Fallon」節目主持人,從#latenight主題標籤中,來尋找最好笑的推文;Huffington Post哈芬登郵報,也利用#headlinehelp主題標籤,來讓讀者提供頭條新聞;社群導向的網路商店Moxsie,更運用#BuyerChat主題標籤,讓跟隨者扮演虛擬買家的角色,即時地對設計師提出回饋意見。監測對話DKNY藉由和跟隨者的日常對話,來使他們個人化地涉入,其中一個最受歡迎的主題,就是針對熱門影集Gossip Girl花邊教主,在#GG主題標籤上的每周即時評論與討論。OrangeUK也利用Twitter主題標籤的內容,來籌畫每周樂趣活動,例如情人節時便在#feedlovestories主題標籤上,號召跟隨者提供自己的愛情故事,這樣一來,便有機會讓插畫家Tom Judd和Ed Barrett將其故事繪製成圖畫。事件許多會議都會告知參加者官方的Twitter主題標籤,好讓他們連同其他虛擬的與會者,能夠輕易地參與討論,這樣也方便主辦單位收集評論意見。頒獎典禮亦很流行使用主題標籤,例如MTV的VMA音樂錄影帶大獎,便開設了#ifbiebermetgaga及#VMA主題標籤,讓粉絲們可以利用一個酷炫的視覺化工具,來在頒獎典禮期間,追蹤不同主題標籤及關鍵字的熱門程度。競賽Brisk冰茶希望在今年的South By Southwest音樂節間,利用Instagram照片,來製造4000瓶限量罐裝容器,消費者只要用#briskpic主題標籤標記照片,就有機會得到上述印有該圖片的限量罐裝。
The primary purpose of a hashtag is to bring conversations on the same topic into a single thread to make it convenient for information consumers to view and compare ideas.Hashtags provide a means of grouping such messages, since one can search for the hashtag and get the set of messages that contain it.When the hashtag you’ve created has developed a following, clicking on it will lead you to the list of Twitter users who have adopted it in their own conversations. You can also communicate with newfound Twitter friends through here. In a way, an effective hashtag creates a community online. They are also great for monitoring visibility of your message on multiple social media networks.Hashtag最先普遍用於社群網站推特(Twitter),使用者會在推文中放入「#」主題標籤,讓其他使用者沿用,把一個話題或笑點「做大」。從此,這個用法擴及臉書和日常對話。So, if Twitter users who are not otherwise connected talk about the same topic using a specific hashtag, their tweets will appear in the same stream. In that way, Twitter hashtags solve a coordination issue and facilitate a conversation. Popular hashtagged words often become trending topics -- topics so many people are talking about that they are a "trend."Hashtags are great for centralizing conversations around live, in-person events or conferences, live webinars, or other marketing campaigns you're running.