Long live the hashtag. At least, that's what every brand hopes, despite the lightning-fast exchanges and 15 minutes of fame that characterize the world of social media. After all, trends are by nature transient, and an overnight sensation can be "so yesterday" in just a span of a few hours.

When creating a hashtag that will represent your brand, your community, or your event, think of it as dating: You want excitement, you want intrigue, but you also want something that will last, at least for a while. If you're looking for a one-night hashtag, you're probably not trying to build real relationships with your audience.

Just as in the dating experience, you want people to get to know who you are. To do that, you've got to stop chasing what you think your date/market will want to see, and instead switch the camera to selfie mode. Who are you? What are you all about? That may seem like a daunting exercise at first, but the exploration can be fun. Hopefully, you'll find that you're fundamentally proud of and empowered by what you're trying to share via your event hashtag.

Consider these five tips while you're active on the hashtag scene.

1. Use the hashtag as an ice-breaker

Casually throw in the hashtag to start conversion. On Twitter, for example, ask your followers a question that incorporates your hashtag. People will respond using the hashtag, because they know it will increase the visibility of their response.

As more people respond, it will spread; and, before you know it, there's an entire community surrounding your hashtag—and ultimately, your event. You can even encourage people to use the hashtag to connect with and meet other attendees at your event.

Your ultimate goal is to get people to feel comfortable using that hashtag so that it spreads.

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image of Sarah Lang

Sarah Lang is director of community and support for Ticketleap, an online event and ticketing platform that helps brands build better relationships with people the old-fashioned way: face-to-face.

LinkedIn: Sarah Lang

Twitter: @_sarahlang