I like the FORBES title: #McDStories: When A Hashtag Becomes A Bashtag [forbes.com...]
I really like the word "bashtag".
Google's custom range search shows the word "bashtag" has grown from a few hundred results the first week of January 2012 to over 200k results today -- it may be a candidate for a new Oxford English word of the year, (like "unfriend" was in 2009).
An attempt to launch a Twitter campaign in the midst of a bitter strike affecting thousands of passengers did backfire for Qantas.
The company hoped to generate some positive PR with a post asking followers to suggest their dream in-flight experience using the hashtag #qantasluxury. McDonald's recent social media marketing attempt on Twitter backfired big time as Twitterers used the hashtags as an opportunity to bash the company and its food.