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FIFA World Cup 2014: The social buzz recedes in India

By afaqs! news bureau , afaqs!, New Delhi | In Digital | July 01, 2014
In the second week of the FIFA World Cup 2014 (June 19-25) matches like Spain vs Chile, Uruguay vs England and Argentina vs Iran were highly engaging and conversing.

As per Maxus Insights' Social Media Statistics, in India, post the inaugural week of the FIFA World Cup 2014, the cumulative social conversational buzz volume receded to 3.12 lakh plus mentions (approximately a 34 per cent dip in volume from week 1), with Twitter dominating the numero uno social platform position to broadcast, trend and share information. Across the week, buzz volumes were at threshold level on 22 and 23 June.

FIFA Infographic (Week 2)

Besides, social Buzz volumes remain highest across late evening (8 PM-11:59 PM) and early morning hours (12 AM-3:59 AM), a prevailing indication of multi-screen behaviour while watching FIFA matches during the prime time and odd hours' time band.

During the week, the highly engaging and conversation-creating matches were Spain vs Chile, Uruguay vs England and Argentina vs Iran. The two popular players in the second week grabbing the biggest share of conversation and mindshare were Luis Suarez, the Uruguayan striker and Lionel Messi, forward specialist for Argentina.

Both players garnered strong engagement with their on-field exuberance and unpredictability. Looking at the match trends and hashtag associations, Argentina, Spain, Uruguay, England, Germany and Netherlands were teams popular on social forums.

As per the agency, the official Facebook handle of FIFA World Cup 2014 garnered milder response in comparison to week one with a fan base growth of approximately 8 per cent, and a conversing rate of 32 per cent. India dominated the No.1 position with highest number of on-page engagers and 4 per cent week-on-week fan base growth.

Maxus India's Insights team have created a report around the social media chatter around the on-going FIFA World Cup 2014. Maxus India with the help of Radian6 which provides data on social listening across platforms and the Maxus Insights team has put together some key observations across topics, hashtags and posts.

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