When Facebook announced the rollout of its Twitter-like hashtag program last month, it wasn’t immediately clear how marketers could take advantage.
Colin Sutton, U.S. director of social media at OMD, a media-buying firm that works with brands like PepsiCo, Levi’s and GE, estimates that 75% of OMD’s clients have already tried hashtags on Facebook. In the UK, 61 of the country’s top 100 brands have used Facebook hashtags.
The consensus? It’s a tool with the potential to be bigger than Twitter’s hashtags, but there needs to be a lot of consumer education before it really catches on.
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