With the hashtag, I wonder how Nest could compare to other companies who might also use that hashtag? In addition, I am curious as to if the pros of social media and hashtags outweigh the possible cons, including being overpowered by other companies?
This post, for example, was listed under the #livewhereyoulove hashtag on Facebook. This is a different real estate company, advertising the same way Nest Realty is. While it may not be in the same area, this proves that other companies would be battling for the fame within the hashtag.
In addition to this, http://contentmarketinginstitute.com/2014/02/hashtags-social-media-content/ has an article up about hashtags and using them in social media content. This article shows that while hashtags can be useful, the one downside to them is that they can be difficult to read. One major point from this article is that "hashtags present a fantastic opportunity for content marketers to identify social media conversations relevant to their business and get their content in front of the right people."
This is a very important aspect of advertisement. It allows discussion to be linked under one central location, and lets people come together and connect with something in common- your hashtag, your business. And this means potential clients!