The article goes as far as saying Twitter is worthless. While there is some debate in the office about this, we do agree on one thing: it's not worth doing if it's not done properly.

If you don't get Twitter, and your audience is not on Twitter, don't do Twitter. If you do use Twitter though, don't expect any value to be gained from #hashtags #that #serve #no #purpose #and #make #your #text #for #the #audience #you #do #have #illegible.

We see this happen all the time on Instagram. For any mainstream artist, their hashtag is completely worthless, because so many people use it on unrelated content to boost reach.

However, our experience shows there is one valid use case for hashtags. It is when organising conversation amongst strangers that are in the same physical space, or will be shortly. These are when events or tours have specific enough hashtags that spammers don't stumble upon them so easily.

Even if they would, the hashtag is only relevant for such a brief period of time that by the time spammers get around to it, no actual people are using it.

What that does is channel the conversation between the legitimate guests in that location in one place. This has been my personal experience both for work related events ("oh, so you're Habbi! Yeah, I saw your tweet") and events that are only for entertainment reasons. For a recent Pentatonix concert, the fans were truly getting themselves hyped up together on Twitter, before, during, and after the concert.

Not on the #Pentatonix hashtag, but on the specific hashtag for the London event.