Hashtag is a word or phrase prefixed with the symbol # . It is a form of metadata tag. They are used on microblogging and social networking sites. They are put before important words and can provide a  means of grouping messages. The use of a particular hashtag makes the set of messages accessible to the searcher. From the early stages of its conception, hashtags were associated with social media only. With their growing popularity and increased usage, they have made inroads into advertising and marketing also.

Role Of Hashtags In Search

Hashtags have a very important role in search as it can help find content related to a particular topic and the people who are discussing the topic. Search is not exclusive to search engines such as Google, Yahoo, Bing etc. Search is conducted on social platforms also, using words and hashtags. The use of hashtags on Pinterest, Twitter, Google+ etc gives visibility to conversations, content and updates. A search for a particular hashtag displays the people who are a part of the conversation. This can help identify a common interest audience.

Google+ and Hashtags

In May, Google+ had introduced hashtags whereby, a click on the hashtags would take you to other related posts with the same hashtags. Google has now made possible the use of the same hashtags when searching in Google. This has enhanced the visibility of hashtags in organic search results on Google.com as well as Google+. When a Twitter trend or tweet has a hashtag on it, clicking on it shows all updates along with related promoted tweets. We would be discussing the use of hashtags in Google+ post hummingbird in our upcoming articles.

How Can Hashtags Be registered?

When a hashtag is created, it can be registered and tracked on Hashtags.org. It may not be possible to prevent a hashtag being used by others, however, it would certainly help if a hashtag which is integral to discussion around trademark, promotional campaign or event, is claimed.

Role of Hashtags In Social Media

Hashtags are being used on a variety of platforms, however, it is important to know how to use them appropriately. Let us understand the role hashtags play in social media

Aid in Research

Hashtags can be used as a medium to research whereby the frequency and reach of topics can be understood which can help evaluate the audience sentiment. They can help in understanding aspects such as:

• What are competitors are doing?
• What your customers are discussing?
• What is the media response to a topic related to your product or service.?

Enable interactions and discussions

Hashtags enable people to discuss various topics and have engaging conversations. Hashtags usually represent popular topics on social platforms. They are displayed as “Hot Topics” in Google and as “Trending” in Twitter. These help to identify conversations which are pertinent to your line of work or goals. Once this is done, you can join in the conversation and grow your social network. However, it is important to note that hashtag activity on Facebook has not gained as much momentum and LinkedIn does not recognise hashtag activity as yet.

For Dissemination Of News

Various news updates ranging from a breaking news like a natural disasters to coverage of sought after events are all made accessible through the use of hashtags. They are effective in streamlining communications.

Help In Promotions

Event planners use hashtags to promote an event or conference due to be held on a future date. All activities and happenings during the course of event can be discussed which can keep the interested audience connected post the event also. The reach of the event can be much more than the actual number of attendees with the use of hashtags. This can also help increase engagement levels and influencing others to attend future events.

For Increasing Consumer Reach

Hashtags can be used to make special offers, anchor and brand promotions known to the consumers. Hashtags are prone to change frequently hence it is better to pay attention to the hashtag chosen and identifying which conversations related to hashtags would you want to be a part of. Efforts vested in research for the use of the right hashtags can help improve visibility online.