In the five years since Twitter began using the hash symbol (#) to link tweets by topic, PR and marketing pros have dreamed of having their hashtag “trend” in social media. Many hashtag campaigns are product-focused, yet a large number spotlight social, political and charitable issues.

This so-called “hashtag activism” raises a fundamental question: Does it actually change anything?

The most recent example is #BringBackOurGirls, which aims to spark action related to the kidnapping of more than 200 Nigerian schoolgirls by a militant group called Boko Haram. This particular hashtag campaign gained global attention, prompting an estimated one million celebrities and everyday folks to post comments and photos using the hashtag.

But as with any social trend, this one has its critics. A Nigerian-American writer named Teju Cole recently used Twitter to blast the campaign, calling it little more than “global sentimentality.” Conservative pundit Ann Coulter openly mocked the effort by tweeting a photo of herself holding a sign that said “#BringBackOurCountry” (a joke that backfired as Twitter users retweeted the picture with new, decidedly uncomplimentary captions on her sign).

Others, however, say people like Coulter and Cole are missing the point. While hashtag activism isn’t likely to solve a problem, it can raise awareness in ways that might lead to a solution.

“Hashtag activism’s most important function is to divert public attention to new subjects, and in ways that stir conviction,” writes Ben Scott of the Open Technology Institute in a guest column for Slate. “It contributes to a process of ‘agenda setting’ that drives the news media.” That in turn generates conversation—perhaps leading to concrete action—on issues that otherwise might be ignored.

Social change is never the result of a single thing. Rosa Parks’ refusal to give up her bus seat did not create the civil rights movement. Trashing the Berlin Wall did not cause the collapse of Soviet domination. And #BostonStrong did not wipe away the sorrow of the marathon bombing.

Whether from a social movement or a marketing campaign, a hashtag as an end unto itself is a waste of bandwidth. As part of a broader strategy to raise awareness, educate the public and set a course toward meaningful action, it’s already proving its value.

What do you think? Is hashtag activism a worthwhile tool for raising awareness? Or is it a feel-good but ultimately useless exercise? Use the “Comments” to share your perspective.

Nelson Mandela pointed out that the greatest glory in living is not in never falling, but in rising whenever we fall. 

Some call it resilience. I like the term "reboundability"--more than enduring or adapting to circumstances, it's about transforming them into a new, better reality.

Therein beats the heart of my home community of Kalamazoo, Michigan.

I was reminded of this recently while pondering the latest business merger buzz. One of the reports involves Pfizer Inc., which is courting UK-based AstraZeneca in a $100 billion deal. When M&A talk starts up, towns where the players have operations start worrying. Given Pfizer's large manufacturing presence in Kalamazoo, what do you suppose the reaction has been?

Not hand wringing. Not panicked speculation. Instead, there's a continued, steady focus on current strengths and a constant eye on future opportunities.

Like many communities, Kalamazoo has endured its share of changes, exits and downsizings by various businesses over the years. Admittedly, it hasn't always embraced a calm demeanor. Floral bouquets strewn like funeral arrangements outside company offices, bluster and finger-pointing among some community leaders, and many angry letters to the editor marked some of those early changes.

Still, usually there has been an underlying conviction amid the upheaval, a quiet confidence that the community would endure, that it would draw a new map for its future. This spirit has grown as change became a constant, as Kalamazoo learned to focus less on what had been done to it and more on what it could do.

When research scientists became unemployed, Kalamazoo built a life science incubator and began to nurture biotech startups. When graduation rates faltered, Kalamazoo unveiled the Promise--free college tuition to those who finish school. When health care demands grew locally and beyond, Kalamazoo and Western Michigan University established a medical school. When the global economy collapsed, Kalamazoo declared that it refused to participate in the recession.

That's reboundability.

Simply put, what distinguishes Kalamazoo today is how it squares its shoulders instead of throwing up its hands. That sets a powerful example for the region, the state and the nation.