I have to admit, I was a late adopter. I didn't really understand what hashtags were until about a year ago. But once I discovered it though, it has transformed the way I search and gather real-time information on the internet. Twitter has been able to use the hashtag phenomenon to be a disruptive (and lucrative) force in the social world.
Next year, Twitter is projected to rake in $1 billion in revenue- thanks in large part to their innovative ability to monetize hashtags. Their tremendous success has prompted Facebook to also join in on the hashtag craze. See more in the link below:
http://www.usatoday.com/story/tech/2013/07/09/twitter-facebook-hashtag-ravenue-adam-bain/2501583/
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