Trending twitter hashtags can create a ripple effect.
According to Mashable:
"The hashtag is a favorite tool of conferences and event organizers, but it’s also a way for Twitter users to organize themselves: if everyone agrees to append a certain hashtag to tweets about a topic, it becomes easier to find that topic in search, and more likely the topic will appear in Twitter’s Trending Topics."
Hashtags can be used effectively at different rungs on the ladder of engagement. The best example of educating and engaging is how the National Wildlife Federation is using the #nwf hashtag to engage its audience in watching wildlife.
If we had a hashtag, maybe #100KCheeks or #Swabacheek and had a few influential people tweet it, it could trend, creating a ripple effect.