Google recently announced that Google Search will now allow users to search for Google+ posts, including Google hashtags. If you are in Canada or the United States using the English version of Google, you have undoubtedly noticed this new feature.
What does it mean in practice? Enter a specific hashtag in the Google Search bar. A section “#hashtag on Google+” appears on the right end of the screen. Note that the hashtags pulled by Google are only the ones that were made public or shared with you (and you can see the latest ones only if you are logged in to your Google account). There is also a scrolling button to allow you to see the latest shared content using that hashtag. For every post on the right sidebar, you can see how many comments and +1 it received. The links are also working, which means that when one clicks on the post, he is redirected to the Google+ page where the hashtag was used.
In the case of #highered :
Suppose you are using PPC campaigns; no panic! Google+ posts will be placed below the PPC ads, but this is an opportunity to build and reinforce visibility.
Source: Social Media Today
What does it mean for college?
This new Google feature will increase the use of hashtags on Google+ posts. Most importantly, it begs the question: Are hashtags still important? it could be another way for your college to stand out from the competition and be more visible on Google. As mentioned in our previous posts, 75% of users never scroll past page one results. This new feature could help you gain a strategic position on the page.
What should you do to leverage this new feature?
1. Start building your presence on Google+ if you have not already. It could be a place to share what is happening behind the scenes or give a more equivalent to a public Facebook account.
2. Develop a hashtag strategy: According to a recent survey by RadiumOne, hashtags are more likely to engage readers, as over 50% of them admit they would more readily explore content when hashtags are used. This percentage rises to over 70 percent when they use mobile devices. That’s why it is normal for you to integrate hashtags into your social media marketing strategy. How?
- Research hashtags that are popular with your students and relevant to your college. Start by analyzing where your students are sharing, the hashtags they use, and why they may want to join in a conversation using these specific hashtags. Ensure the hashtags are not already in use or associated with negative comments. Sites like Hashtags.org, Twubs, and What the Trend help you find relevant hashtags, but also which ones are trending (and in the case of What the Trend, where they are most popular).
- Create 2-3 hashtags that are unique to your school. To build momentum on social media and enhance your brand, Social Media Strategist Jeff Bullas recommends that you pick hashtags that are closely related to keywords your college uses for SEO.
- Promote your hashtags early and often. Integrate hashtags into all your digital marketing initiatives to entice students to use them as well. Reach beyond your community on Facebook, Twitter, and Google+ with consistent hashtags. Again, hashtags are primarily about creating conversations with your audience. Testing various hashtags can help you determine which are more relevant to your audiences.
- Keep building your presence on hashtag-heavy websites like Twitter, Instagram, Tumblr, etc. There is no point in creating hashtags (or even worrying about them and how students may use them in search) if you do not have a strong online community that will use them.
Whatever you do, avoid these mistakes:
-
- #tagging #every #single #word, as it can feel spammy
- Use too generic hashtags that may dilute your brand and not offer you any benefits
3. Be present on Google+ and use hashtags consistently when sharing content on social media. The new Google+ search window shows what has been shared in real time. So, if you do not use hashtags in consistent postings, all your efforts will do nothing.
FAQ To Consider
Are hashtags still important?
It could be another way for your college to stand out from the competition and be more visible on Google.
