News / Science & Technology

Facebook: World Cup Biggest Social Media Event Ever

Germany's Sami Khedira (L) and Philipp Lahm (2nd R) kiss the World Cup trophy as they celebrate at the end of the 2014 World Cup final between Germany and Argentina at the Maracana stadium in Rio de Janeiro, July 13, 2014.
Germany's Sami Khedira (L) and Philipp Lahm (2nd R) kiss the World Cup trophy as they celebrate at the end of the 2014 World Cup final between Germany and Argentina at the Maracana stadium in Rio de Janeiro, July 13, 2014.
Reuters

Brazil's World Cup was the biggest social media event on record involving 350 million Facebook Inc users worldwide, the company claimed on Monday, as it made strides into the so-called “real-time” market dominated by Twitter.

People increasingly are using social networking to comment on global events seen on television, like the month-long soccer tournament won by Germany on Sunday.

Figures obtained by Reuters showed that the 350 million users generated a record Facebook “conversation” with 3 billion posts, comments and likes.

FILE - Facebook logo on a computer screen is seen through glasses held by a woman.FILE - Facebook logo on a computer screen is seen through glasses held by a woman.
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FILE - Facebook logo on a computer screen is seen through glasses held by a woman.
FILE - Facebook logo on a computer screen is seen through glasses held by a woman.

“We knew the World Cup was going to be big, but this level of engagement is remarkable,” Nick Grudin, Facebook's director of global media partnerships, told Reuters. “It was the highest level of conversation around a single event that we have ever measured.”

Audience is crucial for companies like Facebook, which make money by selling ads to advertisers interested in reaching its 1.28 billion monthly active users.

Facebook's record traffic around the World Cup suggested the Menlo Park, California, company was increasingly used as a platform to discuss events in real time, a segment pioneered by microblogging website Twitter Inc.

The widespread use of mobile phones that have made social media seemingly ubiquitous helped explain Facebook's record numbers.

  • Germany's Mario Goetze kisses the World Cup trophy at the Maracana stadium in Rio de Janeiro ,July 13, 2014.
  • German Changellor Angela Merkel attends the 2014 World Cup final between Germany and Argentina at the Maracana stadium in Rio de Janeiro, July 13, 2014.
  • Russian President Vladimir Putin, left, and FIFA President Sepp Blatter during the 2014 World Cup final between Germany and Argentina at the Maracana stadium in Rio de Janeiro, July 13, 2014.
  • Argentina's Gonzalo Higuain fouls Germany's goalkeeper Manuel Neuer at the Maracana stadium in Rio de Janeiro, July 13, 2014.
  • Germany's Jerome Boateng clears the ball past Argentina's Ezequiel Lavezzi and Lionel Messi at the Maracana stadium in Rio de Janeiro, July 13, 2014.
  • Germany's Bastian Schweinsteiger leaves the pitch after he was injured during extra time at the Maracana stadium in Rio de Janeiro, July 13, 2014.
  • Germany's Mario Goetze scores during extra time at the Maracana stadium in Rio de Janeiro, July 13, 2014.
  • Germany's Mario Goetze scores past (from left) Argentina's Martin Demichelis, Ezequiel Garay and goalkeeper Sergio Romero during extra time at the Maracana stadium in Rio de Janeiro, July 13, 2014.
  • Germany players celebrate after winning the 2014 World Cup at the Maracana stadium in Rio de Janeiro, July 13, 2014.
  • South African President Jacob Zuma and his wife Sizakele Khumalo attend the 2014 World Cup closing ceremony at the Maracana stadium in Rio de Janeiro, July 13, 2014.
  • A dancer holds an Argentina flag as she performs during the closing ceremony at the Maracana stadium in Rio de Janeiro, July 13, 2014.

Germany's 1-0 win over Argentina in the World Cup final on Sunday was the most commented match of the tournament, with 88 million users and 280 million interactions, the company said.

Brazil's star Neymar led the ranking of most talked about player, followed by Argentina's Lionel Messi, Portugal's Cristiano Ronaldo and Uruguay's Luis SuDarez.

And with 26 percent of all World Cup interactions, Brazil was the strongest voice in Facebook's biggest conversation ever. The United States accounted for 10 percent of the posts, comments and likes; Indonesia 6 percent; Mexico 5 percent and Argentina 4 percent.

“Facebook was the global stadium for the 2014 World Cup,” said Facebook's Grudin.  

WATCH: Related video report by Scott Bobb

Germans Celebrate, Argentines Mourn as World Cup Ends in Brazili
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July 14, 2014 9:02 AM
Germany won the soccer World Cup Sunday night, beating Argentina by a score of 1-0 in extra time. VOA’s Scott Bobb reports from Rio de Janeiro’s Maracana Stadium where the match was played.

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