New Facebook Hashtag Trends Marketers Should Not Ignore
Facebook hashtags are finally offering marketers a way to track trending consumer conversations. Facebook is also introducing new APIs and media partners.
If there is something interesting going on, people are talking about it on Facebook. From TV shows to sporting events to the latest news; more conversations are happening on Facebook.
Last week’s kick-off of the NFL season garnered over 20 million likes, comments, and shares on Facebook by over 8 million people.
What else is Facebook planning around TV and large brands?
Why Marketers Should Explore Facebook Hashtags
Facebook is aiming to grab a piece of the pie of the TV Dollars that brands are spending. Not strange, since TV is often a driver of consumer conversations at the coffee machine or on the social network itself.
So you will probably not be surprised that Facebook has rolled out a series of products aimed at surfacing the public conversations happening on Facebook including hashtags, embedded posts, and trending topics.
Starting this week, selected news organizations can begin to integrate Facebook conversations into their broadcasts or coverage by displaying public posts of real-time activity about any given topic.
For example, CNN’s New Day can now easily incorporate what people on Facebook have to say about the latest, breaking news event during their show.
Partners can also use these tools to show the number of Facebook posts that mention a specific word over a period of time, including a demographic breakdown for the people talking about that topic.
For instance, now every week during the ‘What’s Trending’ segment of The Today Show, NBC can easily include how many people on Facebook talked about a popular subject, where it’s getting the most buzz, whether it’s most popular among males or females, and with which age groups.
Mass Relevance, a technology company that enables social experiences, is also leveraging these new tools in interesting ways to highlight the trends and conversations happening on Facebook for their media clients.
Today Facebook is launching two new tools: the Keyword Insights API and the Public Feed API.
Public Feed API
The Public Feed API displays a real-time feed of public posts for a specific word. Only public posts (from Pages and Profiles of those with ‘Follow’ turned on) are available with this API.
Keyword Insights API
The Keyword Insights API aggregates the total number of posts that mention a specific term in a given time frame. It can also display anonymous, aggregated results based on gender, age and location.
Who has access to these tools?
The current list of partners includes: Buzzfeed, CNN, NBC’s Today Show, BSkyB, Slate. and Mass Relevance.
How do you get them?
These two tools are only available for a small group of trusted Facebook media partners. Facebook is beginning discussions with other media partners and preferred marketing developers (PMD’s) and will make it available to additional partners in the coming weeks.
Infographic: How do Facebook hashtags work?
Following the trend and Facebook’s efforts, it’s also time for marketers get to know Facebook hashtags. This infographic from Prestige Marketing will help:
A short summary of the infographic?
Click on a hashtag, and you’ll see:
» A feed displaying other people’s hashtagged posts
» Related posts on Pages
You can also:
» Search for hashtags
» View hashtags that originated on other sites
How marketers can use Facebook hashtags:
» Track your “campaign” conversions – Allows you to identify customers who are actively interested in your brand.
» Track mobile conversions – Hashtag support for Facebook’s mobile site is now available
» Open your Twitter chats to a broader audience – Facebook offers a larger community with which to interact – if posts are public
» Seek out related hashtags – Similar hashtags will also appear in search results
Despite its more than 1 billion active users, Facebook did not yet offer easy ways to track trending conversations. So in June 2013, Facebook finally introduced the hashtags we were all expecting for so long.
Marketers that were already familiar with hashtags at Twitter, will need to dive into the Facebook hashtag metrics. I think that the actionable insights from Mass Relevance can offer that help.
For now only a few large media owners are launching partners of the APIs, but that will change over time.
I am quite sure that Twitter is leading in the world of social TV and trending topics, but Facebook seems dedicated to win back market share in the consumer conversations, using its hashtags.
A tip I have for marketers on Facebook hashtags? Make sure to encourage public postings in hashtag conversions, since only 29% of all Facebook users make their posts public.
What About You?
What do you expect from Facebook hashtags? Will they bring Facebook closer to trending conversations or has Twitter won that war? Let us know in the comments below.
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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global Chief Social Officer at Mindshare. Now he is freejack consultant and still a sought after keynote speaker.
Source: Prestige Marketing.
Follow Category?Facebook Marketing
Follow Author?Igor Beuker