TV shows use hastags to organize real-time word-of-mouth about new shows and new seasons.
Suits, a brilliant new legal show on the USA network, leads viewers to Twitter with a question + hashtag. In an episode where junior associate Mike decides to keep something from boss Harvey, the show asks "Have you ever lied to your boss?" and indicates #suits as the hashtag.
Project Runway, back for its ninth season, is inviting viewers to vote for their favorite contestants using hashtags. At the end of the season the show will award a Fan Favorite based on Twitter hashtag votes.
Hashtags can be pretty messy - I'm certainly guilty of making up my own hashtags even if I don't know (or care) if anyone else is using them. But mainstream media is one way to provide the common keyword that consolidates and unites conversastion on Twitter.
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