One of the the best things about social media is comments. Often they are better than the story itself, like when a heckler is better than a comedian.
Hashtags are a lot like comments. They bring a whole new aspect to scheduled TV, for example if you followed the #jamaicainn hastag while that ill fated mumble fest was on some of the Twitter comments were brilliant.
Here's an example of a very good bit of attention seeking, but note how the comments are adding to it