Many companies are now using Twitter to boost their brand awareness, connect with consumers and media, and to publicize announcements. By incorporating “hashtags” at the end of their tweets, companies can denote content that is relevant to a certain interest group. This makes it easy for interested users to find more information or join the conversation by searching for tweets with that particular hashtag. For example, someone wanting to follow all the news and discussions surrounding next month’s Mobile World Congress will search for “#MWC11,” which is the hashtag companies will use for the show.

While adding a hashtag to tweets seems like a no-brainer task, often our clients are unaware of why a good hashtag is important or how to choose the right one.

Last week, GigaOm posted an interesting article that addresses what makes a good hashtag for your company’s event or announcement. The article notes that a good hashtag is something people understand and can relate to. Further in the article, the author points toward a blog post on Twitter’s own media section, which offers the following tips:

• A good hashtag begs a question. According to Twitter, some of the best hashtags start or form parts of a sentence. Think of this strategy like using a cliffhanger in a story, people will feel compelled to respond. Examples are #MyResolutionIs or #HaveUEver.
• Use a hashtag that appeals to a specific group. If your hashtag is too broad, it won’t inspire people to respond. It’s a good idea to relate your tag to something you know people are passionate about. Twitter offers the examples of #WhenIWasYoung or #ScorpiosAre, for tags that are simple, yet provocative.
• Utilize other social media channels. Cross-promoting your hashtag helps drive further awareness and participation. Don’t be afraid to direct your Facebook followers to your Twitter page by offering a discussion through your particular hashtag. For example, “For more discussion on the best mobile phone platform, join us on Twitter and use #BestPhoneEver…”

Companies considering a hashtag should do their research. Before you publicize your hashtag, take a few minutes to check a) if the hashtag has been used before; b) when it was last used; and c) what was it last used to promote. It is OK if your hashtag was used in the past, but it’s a good idea to make sure it wasn’t previously used to promote something that is offensive, against the company’s mission, or is currently in use by another company.

Overall, hashtags are an easy way to generate buzz and excitement around your brand. As more people retweet the hashtag, its popularity ranking rises, which could result in your hashtag getting featured on Twitter’s hourly, daily and weekly lists of most popular topics. Stick to the tips mentioned above, and you’re sure to find success promoting your announcement on Twitter.

Side note: If you are interested in learning more about the history of hashtags, check out this GigaOm article.