Catfish:
In my experience, you need to put the words between colon marks - just like you see in the Laughing Out Loud smilie or the dancing banana smilie. For example :wave: or :cheer: or :mad:
If you look at the existing smilies that do have words as shorthands, you'll see that they're ALL between colon marks.
That is how every other bulletin board of this type works. So, unless for some reason this one is very different, that should work here too. The word must be between colon marks.
For example, if for the cheerleader smilie you assign :cheer: , when members want to use that smilie, all they have to do is type :cheer:
Easy to remember short word. Makes sense?
No need to memorize abstract symbols.