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#Basta Branding: What's Your Hashtag?

By George Khoury, Esq. on June 25, 2018 | Last updated on March 21, 2019

While we all might not be able to be like Mike (Avenatti, that is) and lean into the political times with his hashtag #basta, if you're trying to develop your firm's brand identity, having your own hashtag could really help.

But a word of caution before you start brainstorming your brand's new digital calling card: Search your hashtag before you use it, and review it weekly for a change in the weather. The last thing you want is for your hashtag to, let's say, get claimed by a dinosaur or group of high school kids that run Dungeons and Dragons campaigns over Twitter.

Do You Need a Hashtag? Does Your Law Firm?

Sure, hashtags are a bit hokey, and may placate the masses stopping real action. It's not like Boko Haram was ever actually going to give back our girls because you, and 100,000 other people, tweeted something out with the hashtag.

But, when it comes to branding, exposure, impressions and clicks, a hashtag can make a big difference. Unfortunately, your specialized hashtag probably won't make that much of a difference when it comes to search results, not like the hashtags #DUI, or #CaliforniaLawyer, might. Protip: Stay relevant, and don't use punctuation or numbers in the middle of your tag.

What your specific, special-to-you hashtag will do is help create your brand image. Like Michael Avenatti's #basta, your hashtag should express a little bit about who you are, or what your law practice is all about. For example, if you're a tax lawyer, you may want to consider tagging your posts with something fun like #TaxWizard or #TaxLawyersRule ...

Using something specific and unique will help consumers not only remember you, but may help them find you too. Also, hashtags can help people track down your old content, as most platforms allow hashtags to be clickable and searchable.

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