Ever since Facebook hashtags hit the scene in June, brands have been trying to determine their effectiveness. While some recent studies have reported that the use of Facebook hashtags is not yielding added exposure for brands, the truth is that only time will tell. As brands integrate more Facebook hashtags, and Facebook users become more familiar with discovering content through hashtags, post engagement will be the true indication as to whether including hashtags is an effective brand tactic.
In the meantime, one brand that seems to be getting it right is Starbucks. At Starbucks, the arrival of the Pumpkin Spice Latte is one that many look forward to every year. Many fans take advantage of the #PSL tag on channels like Twitter and Instagram, and Starbucks is now pushing the same enthusiasm on Facebook. Not only is Starbucks joining the vast conversation of PSL fans by including #PSL on relevant posts, it is engaging with fans using the hashtag and created a cover photo comprised of user-generated content from the trend.