Facebook is now allowing searchable hashtags on its site along with new features that integrate their use. What does this mean for dentists?
First, a quick primer:
Hashtags have been used online for several years as a way of categorizing and searching for topics. Their popularity grew unofficially through Twitter and then was eventually adopted by that social network to allow users to follow topics and trends. Hashtags are usually a unique word or phrase preceded by the “pound” sign and used to connect an idea, news item, current event or story. Hashtagging has become extremely popular on sites like Instagram and they have even been used on Facebook even though they haven’t served any true function until now.
Just like on Twitter or Instagram, Facebook users are now able to search for a topic by using a hashtag. You can add a hasthtag by simply typing the “#” sign and then the word or phrase that you want your post to be found under. Depending on your security settings (which for dentists business Pages should be set to “Public”) anyone who searches for that topic will be able to find your post. It’s unclear how Page ranking and popularity figure into where your post appears, but it’s likely that hashtags will use a similar algorithm that is used in the Facebook Newsfeed .
So how can you use hashtags to your advantage? Here are a few ideas to get you started. We would love to hear your creative ideas on how you plan to use them.
Dental topics.
Tagging your posts with their topic will be a great way for parents to find your pages. You might have a post on preventing cavities, for example, and decide to use the hashtag #CavityPrevention. Anyone who searches for that hashtag would potentially see your post. Whatever you choose, just be sure to put yourself in the place of the searcher. What word or phrase would they use to find out more info? The opportunities for sharing dental education on Facebook has just expanded dramatically.
Reach your location.
Consider using hashtags of local interest to your community. You might occasionally post a status update that would include the name of your hometown, local school or neighborhood. This is a perfect way to let those close to you know about your practice.
Get popular.
Look at the hashtags that are trending, those that seem to show up a lot in your newsfeed, and take advantage of their popularity. A big sporting event, for example, is a great way to keep your current fans engaged with your Page while reaching out to potential patients. You might think of how you could use a hashtag like #SuperBowl during the next big game.
Stay current.
Take advantage of current events. Look at what is happening in the news and post relevant updates that can incorporate hashtags in a natural way.
And remember, hashtags don’t have to be phrases. While hashtag purists might complain, the new ability to search for posts that contain even a single word is a tremendous opportunity for you to advertise your practice on Facebook. Just make sure to keep all of your hashtags relevant to your post and dental practice. Don’t overuse them and try to stick to less than three hashtags in any given post. Use them sparingly and be sure they make sense. Always remember that social media is about connecting people.
