Hashtags are getting a great deal of attention recently. People ignore them, people swear by them and others swear at them. So what’s the hashtag hubbub Bub? What’s all the fuss about anyway?

Defining Hashtags
Let’s first define what a hashtag is and how you create one. A hashtag is a # symbol followed by any unbroken string of characters; unbroken being the key. If we wanted to hashtag our company’s name it should look like this - #thesocialsherpa NOT #The Social Sherpa. In the first example, we have a successful tag and in the second I have a successful tag of the word “THE” which is just a tad too generic.

Think of #hashtags as bookmarks of sorts but the author is bookmarking their content to be found at a later date.

How do people use hashtags
Users of social networks leverage hashtags to find the content their looking for and/or follow online discussions. If you did a Twitter or Facebook search for #socialmediatips, you would find ALL posts or tweets available where that hashtag has been used. Once you have gotten all that information in front of you, simply peruse at your convenience.

Currently these are the networks using hashtags, Twitter, Instagram, Pinterest, Google+, YouTube, Tumblr, Orkut, Fluidinfo, Catch.com and FriendFeed.  (Do not panic if you haven’t heard of some of these, its okay) The ones you should be most concerned with are the first five on the list.

Hashtag Strategy
It’s important to simultaneously stand alone and in the crowd, so I’m a two hashtag kinda guy. I use one hastag that is focused on our brand, such as, #SherpaApproved which is sort of our USDA seal of approval on other’s writings and ideas. It tells our followers that we’ve read it and found it worth reading and on track.

Well, let’s face it, we don’t have the social media cred of a Jay Baer (@jaybaer) or Mari Smith (@marismith) so we need to tap into some other hashtag that is more generic and has greater likelihood of being found WITHOUT hijacking a hashtag. Hijacking a hashtag is when you use one created by someone else for the purpose of getting caught up in their trending…booooo, very bad form.

So if we lay our #SherpaApproved tag on a retweet about, say hashtags, we might put the generic #hashtag on the retweet. Now if someone sees the retweet and finds value, they may want to see what else the Sherpa has approved and now we have a new follower.

So we are both standing alone (#SherpaApproved) and in a crowd (#hashtag) at the same time.

Take Your Shot!
Now that you know a little more, take your shot. Do a search for hashtags on your favorite social platform and see if you can come up with one that is unique to you and your brand, then find the most closely matching generic and start using hashtags.

Sound off
What is the best use of hashtags you’ve seen? Lord knows, we want to encourage good hashtag use, so here’s your chance to toot your horn about someone. Likewise we need to #shame #into #submission #those #that #abuse #the #hashtag. What are your worst examples, present company excluded please?

We have been “pushing” information for more than 150 years in the United States. Through newspapers, magazines, radio and television, we have been inundated with what other people think we want to know about their products and service.Today you have to have a compelling “pull” mentality. You must be in constant search for what your audience(s) want in the way of information and then set about providing it.

Do the researchFor what is your audience searching? What do they want? Take some time to do the hard work of research. This is where hiring a firm can work to your advantage. Some have already done industry specific research and you can tap into their expertise to your advantage.

If you are doing the research yourself, here are a few channels to consider:

• Google Analytics: insights into what drives traffic to your website.
• Adwords: A deeper look into actual search terms.
• Google Trends: To give you insights into trending keyword themes.

What are they sayingBy using Google Alerts, Twitter Search or other tools you can actually see the chatter. Your job is to then build your content around that for which they are already looking.

Defining and discovering your audience can feel like quite a challenge, but with research and persistence, you will find your target.

This question is typically asked because someone is thinking of social media as “telemarketing” which is most definitely is not. Feeds, as they are known in most networks, scroll constantly as new content is added old posts move out of view. Unless your follower has asked to be notified of your tweets, pins or posts it’s very unobtrusive. Remember, they have to LIKE or FOLLOW YOU to receive the information, they are the initiator.

That said, there are some facts that can help you with your timing and quantity of posts, tweets and updates.

• 80% of the US population live in the Eastern or Central time zones. (50% in EST) Depending on your target audience, you may want to adjust the timing of your posts.
• When do you check your social media? If you represent your demo, then let that be a guide for you.
• Saturdays are one of the best of often over looked days. People read social media like they used to read newspapers – cup of coffee and iPad in hand they head to a comfy spot to read.

The most important rule: Have something of value to say. So often we see companies blatantly self promoting. Hey, we all have to make a living, so some is understood and accepted, but if all you have to say is how awesome you are…you won’t have an audience long. (nor should you)

Take a step back, inhale through your nose and exhale through your mouth and repeat after me  -

This is a marathon, not a sprint
This is a marathon, not a sprint
This is a marathon, not a sprint
This is a marathon, not a sprint

There, now that feels better doesn’t it?

Take some time to construct a plan that gives your audience what they desire in the way they want it. That is all.