Many businesses have picked up on the fact that they need to establish an online presence in order to reach their consumers. Now that a Twitter account has been set-up, though, how can it be utilized most effectively as a social media business strategy?
Updates and posts are a quick and easy way to keep consumers (and potential consumers) aware of current services and specials that a business is offering. This information serves as both a reminder of, and promoter for, the business. A certain offer has the potential of reaching a consumer when they are in the process of researching providers for that very product or service!
How can these posts be utilized more effectively in order to reach a wider audience? How can they be delivered to people who are interested in the information contained in the post? In order to help further these goals, Twitter has instituted the use of the “hashtag”. A hashtag is a word or phrase preceded by a “#” symbol. The symbol makes the word or phrase into a link which can connect the Twitter user to a collection or group of other users interested in the same topic. For example, #shoes will lead a Twitter user to a group of others interested in shoes, and introduce them to companies selling shoes, or perhaps a collection of coupons for footwear. This can help businesses track, search, and categorize their “tweets”.
A hashtag could be used in conjunction with your business’s brand name, or in association with a product or service that your company provides. These links help Twitter users locate an online or physical location to connect to a particular item they are searching for. Without a hashtag, the merchandise being promoted will not show up in any search conducted by Twitter users hunting for a certain brand, commodity, or resource.
Broader hashtags can be used to link your organization with a wider community of businesses that appeal to a similar market. Business owners and promoters can subscribe to these tweets because they offer quick ways of accessing current and applicable information in a specific field. Consequently, a new trend, trial, or strategy could be learned and applied.
Hashtags should always be simple and searchable. Even if a particular tweet covers a wide range of categories, it should not be designated a long and complicated hashtag. However, a single tweet can be paired with more than one hashtag. When maintaing your business Twitter account, this allows you to make multiple useful connections, without pigeon-holing your brand, product, or service into a designation that is too specific to attract search results.
Although a several shorter hashtags are preferable to one long and complex one, the number of hashtags one uses should be limited to about two or three. The use of too many hashtags makes for a more tedious reading process, and consumers may become irritated that they are seeing similar information appearing multiple times in slightly different category designations. More precise and sporadic hashtag use will also help the
information being posted to be read by those who are legitimately interested in that particular topic.
A company or business can request that consumers include certain hastags in their tweets in order to promote specials or new products. This marketing campaign could generate publicity and help a business track its Twitter presence. Your business could even offer incentives in order to encourage users to post hastags that lead other Twitter users to your site, but you better be prepared to follow through!