There is an online article in AdAge today titled: “Hashtags Breathe Life Back Into Social Commerce”
I do use hashtags from time to time on my social networks, but after reading this article I have a newfound appreciation for them.
I found this excerpt striking: “When a consumer’s social “friends” see when and what their friend purchases, it opens up a powerful viral element to online transactions that can be leveraged with coupons, discounts or offers. Unlike social commerce campaigns that are linked to only Facebook, a hashtag-driven campaign brings in a social audience from any social network, multiplying the number of online consumers a campaign can reach.”
Hail the power of the hashtag. Who knew that one day the use of this # symbol would result in increasing sales and boosting the bottom line?
“Gartner research shows that 74% of consumers rely on social networks to guide their purchasing decisions, but that influence is now divided across many social networks. Hashtags can unite and bolster that influence, while keeping campaigns simple and user-friendly.”
Ok, what? That statistic is crazy, but I believe it. Think about it: if our online communities stand behind a product and create a buzz about a particular brand, we’re much more likely to research the product for ourselves, end up buying it, and becoming a brand follower.
The hashtag can make a product contagious. It’s a tool that has propelled online retailers to merge and connect across a variety of social networks – it’s genius. No wonder it’s a success. I think I’ll start paying more attention to that little # sign now…