Currently, I'm going through a certification webinar about social media, and it mentioned a phrase that is good to have in the back pocket: riding the hashtag.
Riding the hashtag is using set or popular hashtags in posts in order to help raise awareness for your company/organization. Examples include #throwbackthursday or #flashbackfriday. These are well-established hashtags known by the general public. Therefore, audience reach potential is increased.
Creating your own hashtag and hoping it'll go viral is, in a lot of ways, wishful and unrealistic thinking. Sure, it can happen. But it's rare. If you want to do that, you have to be adamant, consistent and aggressive with it. Even then it may not take off.
So how do you know what's trending or going viral?
Google has a program called Google Trends (more on it here). It is "a website by Google that analyzes the popularity of top search queries in Google Search across various regions and languages. The website uses graphs to compare the search volume of different queries over time."
Keeping up on trends and what's going viral can help you create brand awareness, especially if a trending topic has correlation to your company or organization.
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