Benchmarking means copy what others are doing well and do not copy what they do wrong. A marketing expert would define benchmarking with more subtle words to say the same. Well within the online marketing that's what Facebook
is doing with Twitter
. Facebook has thought, if hashtag
is one of the most searched words on Google worldwide and it is very used in Twitter, why not incorporate it?
The hashtag is used to group and find conversations on Twitter and has become its most representative symbol. However, as against what might seem, is not an invention of the company but of its community of users and has been already exported to other platforms like Pinterest.
Well, Facebook is considering incorporating the hashtag in order to improve its internal search and group comments. Facebook also plans to use it to their advertising campaigns.
But Facebook should not simply copy the concept hashtag or # but should go a step further in its use. It is important to note that comments are public in Twitter while on Facebook you should be friends with the person to view them. This detail makes it very difficult for hashtag to be as successful in Facebook. It would not be the same to search # diseñoweb and see all reviews for the social network of all Twitter users using it that to see all the reviews of just your friends. On Twitter the hashtag means "hello world this is my opinion about #whatever" and Facebook functions more like "hello friends".
It does not mind if Facebook may end adding the hashtag, Facebook is proving once again that more and more social networks are converging and copying utilities while launching new developments. It is benchmaking in online marketing.