Facebook's introduction of hashtags paves the way for a lucrative stream of new advertising, but the company is not opening the program up to advertisers, at least not at this time.
Reps from the company confirmed that hashtags are off limits to marketers right now. However, there doesn't appear to be any reason why Facebook would block hashtag buys in the future. Facebook is, however, encouraging marketers to use hashtags in advertising and arguing that Facebook will now amplify a hashtag's influence. A rep stresses thought that "using them and buying them are different."
For Twitter, hashtags can be hot properties, especially during big events like the Super Bowl, the Presidential Debates and various awards shows, when marketers like Oreo get to display their real-time marketing chops. However, Facebook's use of hashtags is trickier since most posts on the network are private, not public.
Advertising Age speculates that hashtags might ultimately bolster Facebook's Graph Search since hashtag mentions might provide a clearer expression of interest than Likes: "Likes are flawed signals, since users sometimes click on them arbitrarily or to satisfy a social obligation. But posting with a hashtag could be seen as a more tangible expression of affinity and could thus help to make graph search into a useful product."
This Post is Originally published at Mashable
Reps from the company confirmed that hashtags are off limits to marketers right now. However, there doesn't appear to be any reason why Facebook would block hashtag buys in the future. Facebook is, however, encouraging marketers to use hashtags in advertising and arguing that Facebook will now amplify a hashtag's influence. A rep stresses thought that "using them and buying them are different."
For Twitter, hashtags can be hot properties, especially during big events like the Super Bowl, the Presidential Debates and various awards shows, when marketers like Oreo get to display their real-time marketing chops. However, Facebook's use of hashtags is trickier since most posts on the network are private, not public.
Advertising Age speculates that hashtags might ultimately bolster Facebook's Graph Search since hashtag mentions might provide a clearer expression of interest than Likes: "Likes are flawed signals, since users sometimes click on them arbitrarily or to satisfy a social obligation. But posting with a hashtag could be seen as a more tangible expression of affinity and could thus help to make graph search into a useful product."
This Post is Originally published at Mashable
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