This tweet from Senda Athletics is a great example of a “culture vulture” approach that tied their brand to a big moment: in this case, Uruguay’s Suarez biting the shoulder of Italy’s Chiellini.


World Cup social listening has, thus far, led to some pretty predictable results:  Brazil is still dominating the chatter, which makes a lot of sense considering that they’re the host nation.  The volume of social media World Cup chatter on Twitter has been insane: the @twitterdata handle gives us the highlights per match, with numbers like “300,000 TPM (Tweets per minute)” during the USA vs. Portugal game:

That particular game ended in a spectacular fashion, when Portugal’s Cristiano Ronaldo crossed a last-second ball that led to the game-tying goal in overage time with about 20 seconds left.  Ronaldo is, in addition to being a win-spoiler for the USA and a devilishly handsome fellow, the highest-paid footballer in the world, so it’s no surprise that he’s had more mentions in the World Cup word cloud than any other player (and quite a few nations):

Ronaldo, Messi, Suarez, Neymar and Rooney: the top-mentioned players thus far in the World Cup… and only one got there with his front teeth.


Twitter, in the meantime, has done an excellent job of harnessing the worldwide popularity of this event and showcasing its relevance by publishing data as events unfold.  As the World Cup continues, we’ll most likely continue to see more and more promotion of the event on Twitter itself: today there’s to-the-minute game results, as well as various prompts to add your tweets to the chatter.

We’ll keep our eyes and ears open for more World Cup chatter with our social listening tool, Meltwater Buzz.