World Cup was biggest social media event ever: Facebook
By Esteban Israel
SAO PAULO (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.
"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. Continued...