On Monday, Fifty Shades of Grey author E L James participated in a Twitter chat, hosted by @TwitterBooks, using the hashtag #AskELJames.
“It went horribly, horribly wrong,” writes BuzzFeed. USA TODAY says it was “catastrophic.” The Yahoo! News headline reads: “Twitter users eviscerate … James in Q&A.” That’s only the tip of the iceberg for media coverage. There is even a local news story about a Twitter user who received a lot of retweets.
What does this say about how we measure the success of a Twitter chat? And who should hold one? Should a celebrity or major brand ever create or endorse a hashtag? After all, hashtags can be used by anyone. Even if you host a Twitter chat without a hashtag, people can just use Twitter search and/or create a hashtag of their own, which others may adopt. Less likely, but possible. Then what?