The research, by Brandwatch, found that people were now using the hashtag '#fail' throughout the web to highlight their dissatisfaction with brands (if you're interested, Apple had the most #fails, with 1204 mentions on Twitter, followed by Facebook (153) and Nokia (107)).
Whilst these numbers might seem small and inconsequential, it's inevitable that more people will start using the '#fail' hashtag whenever complaining about products and services, and worth watching out for.
How to use hashtags in your marketing
Since its launch in 2006, there have been over 2 billion messages posted on Twitter. In this vast cacophony of noise, getting your Tweets heard can seem a daunting task.
You can, however, use hashtags to highlight your Tweets to those who might be interested. If you Tweet about car maintenance, for example, you could include the hashtag '#carmaintenance' which will then be picked up by anyone actively looking for those Tweeting about that topic.
A couple of tips: with a 140 character limit it's sensible to keep your hashtags short and make them obvious. It's also a good idea to avoid using a hashtag that's already being used.
tagal.us is a site you can use to check whether your tag is available. You can then add it to those being tracked on hashtag.org along with a description of what it's about. Twitter Search, TweetGrid and TweetChat are other services you can use to search and monitor hashtag use.
Along with attracting followers, hashtags are great for pulling together Tweets of people attending a live event and to create a feed of people Tweeting about your company.
So after choosing your hashtag and checking it's available, publicize it on your blog, website and even your business cards to attract followers and enhance your marketing activities on Twitter.
BDA (Buckingham Design Associates) blog - real people giving real opinions, and a complete lack of agency waffle. BDA deliver an exciting blend of design and creative marketing for the Oxford, Milton Keynes, Northampton and London region.