Should music artists be slapping #hashtags into all of their #facebook #posts now that they can? Social marketing firm EdgeRank Checker suggests not, with a report examining the impact hashtags are having on Facebook. “We decided to dig into the data to see the impact of hashtags on the news feed. To our surprise, the answer was… nothing,” explains the company in a blog post. In fact, it’s worse: “Posts with hashtags actually have less Viral Reach, on average, than posts with hashtags.” And the report goes on to compare this with Twitter, noting that on the latter service “using a hashtag typically resulted in roughly double the likelihood of being ReTweeted. Over 70% of the brands experienced an increase in RT’s when using a hashtag versus not using one”. So why aren’t hashtags performing a similar role for Facebook posts? “Our hypothesis is that not many people are clicking on hashtags,” suggests EdgeRank Checker, noting that many hashtagged posts are promotional material. “By nature, campaigns are promotional, therefore more likely to drive less engagement, less clicks, and ultimately less Reach…”

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