â€¦ â€˜til death do us part â€“ or until crowd-sourcing says otherwise.
Hashtags on Twitter represent keywords, topics and conversations that people interested in that subject can easily find through search.
Often a hashtag has a limited lifespan online for a variety of reasons: itâ€™s not common enough, no one can decipher what it really means or people just donâ€™t know it exists.
But sometimes, when you think a hashtag has died or served its purpose, it comes back.
For example, before the World Cup South Africa 2010 started a lot of people on Twitter were using the hashtag â€œ#wc2010.â€
However, when Twitter created their World Cup feature, they used the term â€œ#worldcupâ€ instead and thatâ€™s how #wc2010 died.
But not quite.
Coca-Cola resurrected it.
On June 23, 2010 Coca-Cola sponsored a â€œpromoted tweetâ€ on Twitter with the old hashtag, #wc2010, intact.
Like a wild fire it went viral, sweeping through the Twitter channels to World Cup fans, haters, Coca-Cola lovers and all things Kâ€™naan alike.
â€œ#wc2010â€ became a trending topic and Coca-Colaâ€™s sponsored â€œpromoted tweet,â€ became the second promoted tweet ever on Twitter to be a trending topic (second to Disneyâ€™s promoted â€œToy Story 3.â€)
Itâ€™s incredible the impact that a major brand can have on a tweet, or rather an entire identity. As communications professionals, this is something we need to be acutely aware of and pay attention too because rest assured there is a formula as to how something can go viral — we just need to understand what that is.
Is it subjective?
After all, not all of us have the random power that is Justin Bieber.
But without a major brand or celebrity endorsement can a #hashtag, by the people, survive?
Not necessarily something related to a huge event, but a legitimately long-term topic â€“ does it have survival power?
Sasha Muradali runs the â€˜Little Pink Bookâ€™ . She holds a B.S. in Public Relations from the University of Florida with a minor in Dance (â€™07) and an M.A. in International Administration from the University of Miami (â€™08). She loves Twitter and all things social media, so you should find her @SashaHalima or get a copy of the â€˜Little Pink Bookâ€™ delivered to your Kindle.