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Twitter Introduces New Event Hashtag Pages

  • Date: June 19, 2012
  • Author: eDentalImage
  • Comments: 0

In their first ever television commercial, Twitter announced the launch of a new micro-blogging concept called Hashtag Pages. The social media website partnered with NASCAR for the 2012 Pocono 400 and concluded its racing themed commercial with the URL of the NASCAR Hashtag Page twitter.com/#NASCAR.

Watch the commercial here: http://youtu.be/1a51TozHcBU

What is it?
Instead of directing you to the NASCAR Twitter page when clicked, this new hashtag link opens a NASCAR “Event Page,” which features the racing event’s most interesting tweets, pictures & contributors. With the event-oriented hashtag, comment importance will be chosen by Twitter’s staff & software algorithms. Twitter has made it clear that hashtag pages were designed for events rather than brands, as NASCAR has no editorial control over what is displayed on the #NASCAR hashtag page.

Why is it a big deal?
This new web marketing method could potentially beat out other methods of social marketing in the future. Rather than creating new content, brands can simply curate and repurpose content posted by Twitter users. Basically, the Twitter users are doing the hard work for brands & all the brands have to do is surface the best content and make it available in an easy-to-read way.

Luckily for the world’s marketing departments, Twitter has a base of very vocal users who create content on a regular basis. From an advertising standpoint, there’s really nothing better than getting your biggest fans to promote your brand for you. That’s why smart brands are already taking advantage of the free publicity and feedback Twitter has to offer.

However, Twitter says that the idea behind the NASCAR hashtag page is to engage the users with the race, not the brand. It’s apparent that Twitter’s ultimate goal is to become the destination at the end of major ads & TV shows. They have yet to specify which events they will create hashtag pages for in the future, but they say they are committed to creating pages that will build compelling consumer experiences.

The future of Twitter event pages could go in many directions at this point. Perhaps they’ll create pages for major conferences & tradeshows, which could be extremely useful for practitioners in the dental industry.

What do you think about the future of Twitter event pages? If you have questions or would like more information about Twitter or social media marketing, contact eDentalImage for free consultative & expert advice.

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