World Cup supporters have taken to various networking sites, bringing the month-long tournament spirit into the digital sphere. They have brought their country banners and showed support for their teams, bearing different hashtags—#worlcup2014, #wm2014 for Germany, #Copa2014 for Portugal, and #Brasil2014 for Spain.
Along with these movements are the distinct social media marketing of different networking sites, making their pages a fertile ground for significant social interaction. Here are some of the changes in three of the leading social media sites:
Twitter recently launched a new interface design which promotes World Cup discussion. The microblogging site has taken a proactive approach in encouraging users to show support for their national teams, even participating in the Internet arena. It features a systematic process of posting “supportive” tweets, changing the profile image, following favorite players, and assisting users in typing #WorldCup. This has led to the increase in the activities on Twitter, a wise move for the microblogging site.
Utilizing the online traffic on Facebook, the website has created a campaign around Facebook Ref, tasked with the “colorful commentaries and updates about the World Cup fan experience.” The man behind the page has also interacted with a few comments from the fans.
Facebook, maximizing the power of social media, has featured “Trending World Cup,” where users are allowed to see real-time posts about the tournament, including the play by play scores, data visualization of fandom on Facebook, and the updates on key figures.
As a staple move, Google customizes their logo with doodles based on the theme of the world cup and the tournament activities for that day. On day 2, the Google doodle mirrored the opening ceremony with dancing trees and a drum. By clicking the logo, you are taken to another page that presents a search results page for “World Cup 2014” along with a tournament schedule card at the top of the page. This move of customizing their logo continues as the tournament progresses.
With these action-packed interactions, social media is seemingly holding the key to a treasure box. It has been utilized by online businesses to create a strong brand and competitive stance on the industry. Facebook, Twitter and Google have been grounds for business expansions, generating large and significant online traffic.