How will social media change the #WorldCup?

The World Cup officially kicked off yesterday! While I am not a fan of soccer or sports in general I am interested to see the effects of social media on such a major social event. Twitter has been planning ahead to avoid another crash like what happened with the 2014 Oscars.  They are also allowing users to choose your sides for the event by picking a team to unlock custom profile images, header photos, real-time scores and highlights (see Twitter & WorldCup). I wonder what the most popular tweet will be? Based on what happened on Twitter during Sochi it will probably be during an epic game in the final rounds (Does soccer have a final round? I have no idea :-)

I heard from Google yesterday that they have already been looking into search data and found some interesting trends and insights about this global event.

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