First published on www.forbes.com
The fact that the World Cup is taking place in Brazil should also contribute to making it a social media phenomenon. With over one billion users around the world, Facebook has 86 million active users only in Brazil. With about 10% of Brazil’s population also active on Twitter, and the top footballers from around the world each boasting millions of followers, many of whom from the so-called “country of soccer,” the stage is being set for some record-breaking social media.
The most-tweeted TV event of the 2013-14 TV season was this year’s Super Bowl on Fox , for which 15.3 million users of the microblog saw a total of 1.8 billion tweets about the game and halftime show, according to Nielsen. The World Cup is expected to surpass those figures on a global basis, although not in the U.S. — only 7% of Americans say they plan to follow the 2014 soccer tournament closely, and two-thirds don’t expect to tune in at all, according to a recent Reuters/Ipsos poll.