COM0011 – Blog Post #4 Social Media Metrics and the World Cup

So how many people watched the FIFA world cup last week?

According the “The Telegraph”, over 20 million people watched the final game of the World Cup on television in Britain, with a total global TV audience of around a billion.

That’s 1,000,000,000.  

The telegraph also mentions that in Britain, a record number of tweets per minute (618,725) was set at the final whistle.

Sarah Groark of Snack Media reports that globally, over 72% of fans were actively engaged with social media while watching the final game.  With over a billion viewers, you can do the math.

This presents an unprecedented opportunity for organizations, businesses and causes.

Huge and successful campaigns were mounted by Nike and Adidas, while Snickers used an on-the-spot and innovative tweet that has been retweeted nearly 48 thousand times.


Like any campaign there were winners and losers.

Royal Dutch Airlines quickly pulled it’s Adios Amigos ad, but not before  Mexican actor Gael Garcia Bernal retweeted it with profanity to his 1.95 million followers.


How each organization deals with the fallout will affect their success in the coming months.

Which brings us back to the question of metrics.  With this size audience, reported measurements only count clicks.  More in-depth analytics classify positive and negative. But the real social media metrics will take place in the coming days and weeks as organizations continue to engage with their audiences, successfully or not, and build or rebuild to achieve their organizations’ goals. Social media metrics will be visible in the degree of bottom line success of the organizations that use them.

Did you tweet while watching?

2 thoughts on “COM0011 – Blog Post #4 Social Media Metrics and the World Cup

  1. I love the examples you’ve brought forward, such a large event definitely creates some areas for brands to get involved, show their engaged and be creative. But, I couldn’t agree more that you need to be prepared for backlash. The example you’ve provided of Snickers vs. Royal Dutch is a prime example of knowing your audience.
    By ignoring their audience as more global than their own country Royal Dutch definitely caught themselves here. These sorts of events, along with award shows having become social media advertising dreams, but they can go completely wrong if you aren’t prepared.
    Great post!

  2. Thanks, Jeremy!
    Because of the global reach of social media, I began to wonder what bright ideas or must-have products will come to the west from Asia. I remember a strange canned pop-style drink in Indonesia called “Pokhari Sweat”. It might not be long before someone thinks of a way to market products like this so that they become household names and products as common to us as Snickers.

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