Facebook is working on incorporating the hashtag, one of Twitter's
most iconic markers, into its service by using the symbol as a way to
group conversations, said people familiar with the matter. It is unclear
how far along Facebook's work on the hashtag is and the feature isn't
likely to be introduced imminently, these people said.
On short-messaging service Twitter, the hashtag—a word or phrase
preceded by the "#" pound symbol—is a way for people to collate many
Twitter messages about a single news event or topic, like the selection
of the Pope (#PopeFrancis). The hashtag is closely associated with
Twitter, and fans of the service use the hashtag as short-form creative
expression.
Facebook is testing whether to follow Twitter's lead and allow users
to click on a hashtag to pull up all posts about similar topics or
events so it can quickly index conversations around trending topics and
build those conversations up, giving users more reason to stay logged in
and see more ads. Instagram, which Facebook acquired last year, already
uses hashtags, allowing users to sort photos by the symbol.
Facebook's work on a hashtag is a sign of the heightening battle
between Facebook and Twitter, as both compete for mobile users and fight
for advertising dollars. For years, Twitter and Facebook seemed to
occupy different poles of the social-media spectrum. While Facebook was
the home of close friends and family, Twitter was the real-time
broadcasting device for the rest of the world.
Facebook has now increasingly moved onto Twitter's turf. The Menlo
Park, Calif., social network is prodding users to share more content
with the public. In recent years it has mirrored some of Twitter's
features by creating "subscriber" lists for users, and allowing people
to tag celebrities and brands with the "@" sign.
Earlier this month, Facebook unveiled a simplified website redesign. Facebook Chief Executive Mark Zuckerberg
said Facebook was building the foundation to be the best "personalized
newspaper" for users, an ambition Twitter has also expressed by working
closely with publishers and improving its news-surfacing engine.
Facebook, which also recently revamped its search engine, has also said
it plans to make public posts searchable in the future.
And while closely held Twitter is a
fraction of Facebook's size, it is competing with Facebook for mobile
and online advertisers, especially as some advertisers flock to Twitter
to advertise against real-time moments. Twitter has bulked up its sales
staff and released more advertiser-friendly products. Last month,
Twitter opened its ads platform to third-party partners so that
advertisers do not have to directly buy ads from Twitter.
"Historically, Facebook has come first for advertisers and Twitter
has been a nice add-on," said Debbie Williamson, an analyst for
eMarketer. "Twitter has been more aggressive."
Twitter is expected to make about half a billion dollars in
advertising revenue this year, according to eMarketer. Facebook
generated $4.3 billion last year from advertising.
The gap is narrower in mobile advertising, where Twitter is expected
to make $249 million this year, versus Facebook's $851 million,
according to eMarketer.
So, if you love seeing people #always #use #hashtags #on #every #single #word #in #their #post, you're in luck! Thanks a lot Facebook.
Source:
Wall Street Journal
