The 2014 World Cup smashed Twitter records, resulting in a grand total of 672 million related tweets sent during the tournament, demonstrating the global reach of social media.
In a blog post Simon Rogers, data editor at Twitter, revealed that out of the total number of tweets the highest volumes were shared during big games, reflecting the drama happening on the pitch.
“Every minute of every day it seemed fans across the globe were discussing the drama of the tournament, though we saw the conversation really take off during each live match. When a thrilling moment occurred on the pitch, the world came to Twitter to talk about it,” wrote Rogers.
When Germany won the World Cup final, fans sent 618,725 tweets per minute breaking the previous record of 556,499 set by Germany’s brutal defeat of Brazil just a few days earlier.
The video below show how there was an explosion of tweets when the winning goal was scored during the final.
However, it was the Germany-Brazil semi-final that sparked the most Twitter activity. 35.6 million tweets were sent during the match, which set a new Twitter record for the number of tweets shared for a single event. Previously this record was held by the Super Bowl, which in 2014 received 24.9 million related tweets.
Surprisingly, despite the controversy reaped by Uruguay’s Luis Suárez and his biting incident, Brazil’s Neymar was the most mentioned player after he was injured in Brazil’s quarter-final defeat of Colombia.
While other major events such as the Olympics or the Oscars have garnered significant attention on Twitter and other social media sites, the 2014 World Cup showcased how the tournament was being discussed in almost every country across the globe.
Based on the data Twitter gathered, major sporting events are becoming clear indicators of the strength social media has for brands and organisations when it comes to monitoring what their target audiences find engaging.
V3 recently reported that Wimbledon organisers set up a dedicated social media tool for the 2014 tennis tournament.
The Wimbledon Social Command Centre tool was developed in collaboration with IBM and used to monitor social media activity surrounding the tournament. With this real-time data, Wimbledon organisers could see which matches had grabbed the most attention from tennis fans.
In previous years IBM has worked closely with Wimbledon to develop other data-driven tools, including an iPad app. The company also created the SecondSight analytics tool to monitor game and player statistics.
V3 also recently heard from several major brands such as TfL and the Environment Agency about how they use Twitter to share information during a crisis, underlining the importance of social media in numerous spheres.