Are hashtags going to become really valuable during the 2014 World Cup?

[youtube https://www.youtube.com/watch?v=ZIT4L32jr2Y&w=620&h=315]

FIFA is definitely going big-time on social media for the 2014 World Cup, and it appears that brands might be as well. Here's a quote via Mashable:

"Connecting with fans posting through social is a critical opportunity for advertisers, who can engage with these viewers and potentially captu…