1. You don't create them, aside from sticking a hashtag in front of some characters. So while your social media manager can suggest some for you, they don't create it as such.
2. You don't (can't) own a hashtag. Linked to the point above, you don't register or reserve a hashtag, so there's nothing stopping someone or a swathe of people using your hashtag, even if there was no one using it before you were.
Hashtags are an excellent way of focusing content on Twitter because they create an index for a conversation. So they really come into their own for events.
My tips for making hashtags work best at events:
- Use them to promote a call to action. So don’t just tweet the hashtag for the sake of it. Give your audience a reason to engage with you. Can they join a live stream? Can they ask a question? Can they register for updates?
- Unify the conversation: keep it all relevant. This means your audiences stays engaged and you can better analyse the results once the event's over, too.
- Curate the best content: Reward your audience! Retweet the best.
- Go above + beyond: Consider having a physical or real reward for the best influencers. (But consider how your are going to judge this - you'll need to justify to a certain degree).
- Bring them with you: Be true to your brand when you use your hashtag and you will gain followers who will continue to support your community.
When used correctly and well, a burst of activity around a hashtag can provide a real boost to your twitter followers in both quality and quantity. Embrace the hashtag.