The 2014 World Cup is the first truly mobile tournament, with smartphone-equipped fans keeping up with the action wherever they are. Who will win the Social World Cup?

Even before the World Cup began, Twitter reported there had been more posts about the topic than for the entire 2010 tournament. Once it kicked off, viewers used their phones to discuss and share all footballing action from dramatic upsets to spectacular volleys. For days social media was overrun with memes from that biting incidentEven the official match ball, the Brazuca, has a twitter account (run by Adidas) with more than 2.6 million followers. 

According to GlobalWebIndex data from the first day of the tournament, British viewers are the least social, while Brazilians are most apt to share their views over social media and even take selfies of themselves watching a game.The survey of social networkers who are watching the World Cup in Brazil, the U.K. and the U.S., also shows that Facebook is by far the most popular social network for getting updates. Some 94% say they’re using it as they watch games, while 59% are connecting with Twitter during matches.

Naturally, brands are attempting to join the conversation. Many are responding in real time to high and low points of the tournament. Adidas and Nike are contesting the equivalent of a social media penalty shoot out, whilst other brands are akin to glory hunters, 'sinking their teeth' into the Suarez controversy, as Mashable reports

So who will win the Social World Cup? The fans or the brands? The players or the biters? Based on Facebook and Twitter data reported by Reuters and the AP, this World Cup will be the biggest social media event ever - that's bigger than the Superbowl, the Olympics and the Oscars. Ultimately social media itself is the biggest winner, because in terms of where it is yet to go and how it will grow, we're still in the group stages.

(Image courtesy of Nike Risk Everything)


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