Facebook has recently launched #hashtag support on the platform. Consumers and brands can now use hashtags within their status updates and within Facebook apps. These hashtags will appear as clickable links on desktop only, and when clicked, will open up a feed where you’ll see stories from people and brand pages who have posted with the same hashtag. Facebook privacy settings will determine which posts you will see in the feed, thus restricting users from seeing posts from people who are not their friends. Hashtags are recognized on multiple social media platforms including Instagram, Google+, Tumblr and Twitter. Hashtags are also used by multiple TV shows and live events to direct consumers to engage in conversation about what they are watching.

1. Eye On: Facebook Hashtag Support, Vol 2, Issue 5, June 2013 © Leo Burnett/Arc Worldwide
Contact: Joe Kehoe (312-220-1459) or Jake Setlak (312-220-4005)"
Facebook has recently launched #hashtag support on the platform. Consumers and brands can now use
hashtags within their status updates and within Facebook apps. These hashtags will appear as clickable
links on desktop only, and when clicked, will open up a feed where you’ll see stories from people and
brand pages who have posted with the same hashtag. Facebook privacy settings will determine which
posts you will see in the feed, thus restricting users from seeing posts from people who are not their
friends.
Hashtags are recognized on multiple social media platforms including Instagram, Google+, Tumblr and
Twitter. Hashtags are also used by multiple TV shows and live events to direct consumers to engage in
conversation about what they are watching.
Key Points to Understand!
!
EyeOn:FacebookSupportsHashtags
Gradual Rollout!
Hashtags are not live yet for all users, but
expected to gradually roll out over the next few
weeks.
"
Hashtag Content Display Order!
Hashtag content is shown in chronological order
with your friends and brands/pages you follow
showing up first, then public content from users
and brands.
"
Mobile!
Hashtags can be seen in your newsfeed or
timeline on mobile devices, but will not be
clickable at this time on mobile devices.
"
Hashtag Ownership!
Brands cannot own hashtags. Hashtags are public
and are not ownable. Anyone may use a hashtag,
or create their own hashtag.
Advertising!
At the present moment, hashtag targeting is not
available for Facebook advertising. Hashtags can
only be promoted via a promoted post. Hashtags
can only appear in newsfeeds ads on desktop as
they are not clickable on mobile devices.
Measurement!
Hashtags are not yet supported in Facebook
Insights. There is no way for brands to measure
hashtag performance at this time.
Hashtag Results in Facebook Feed

2. Eye On: Facebook Hashtag Support, Vol 2, Issue 5, June 2013 © Leo Burnett/Arc Worldwide
Contact: Joe Kehoe (312-220-1459) or Jake Setlak (312-220-4005)"
Implications for Brands!
Hashtags could offer brands new opportunities to engage in conversations with consumers about topics
that matter to them on Facebook, other social platforms, or even TV. They could also provide insights on
the types of content consumers are looking for, enabling the brand to contribute to the conversation or
amplify an emerging topic with paid advertising.
However, Facebook does not recommend that all brands begin using hashtags in their Facebook
marketing activities yet, unless they are currently using it in an integrated campaign. Brands should
not be using hashtags platform yet due to these types of issues:
1. Hashtag Spam may affect overall content reach
2. Age restricted content exposure
3. Post takeover by consumers commenting with topics which result in unintended consequences
4. Brand tagline hacking with off brand tagged content
5. Endorsement of other brands or personalities on Facebook via hashtags
6. PR Issues
An agency update will be sent out with cross channel guidelines on how brands should be using hashtags
once the functionality has been fully rolled out and safeguards have been put in place to protect brands
from issues that could affect their marketing efforts.
EyeOn:FacebookSupportsHashtags
For more information about Hashtags on Facebook and mobile adoption:!
• http://newsroom.fb.com/News/633/Public-Conversations-on-Facebook"
• http://investor.fb.com/releasedetail.cfm?ReleaseID=761090"
• https://www.globalwebindex.net/product/stream-social-global-report-q1-2013-with-embedded-data-2/"
• http://venturebeat.com/2013/06/12/facebook-starts-the-big-hashtag-rollout-trending-topics-coming-soon/"
Brand #Hashtag Takeover
#Hashtag Spam