June 15, 2014 5:04 pm

World Cup fever taking over cyberspace

Watch the video above: FIFA World Cup fever taking over social media

SASKATOON – Soccer enthusiasts are known for being some of the most intense fans in the world and now that intensity has made its mark in cyberspace.

Since last June, there have been 19 million social media mentions of the FIFA World Cup, according to Adobe Digital Index (ADI) on CMO.com.

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“They no longer have to shout and scream at their TV. They can vent that on social media, celebrate successes and share the agony of defeat together worldwide,” said Michael Klein, CEO of Meshy Communications.

In terms of mentions, ADI is predicting the World Cup will be the most “social” sporting event in history, with 90 per cent of the globe already part of the conversation.

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Eight-four per cent of the world discussed the Sochi Olympics while the Super Bowl had 78 per cent.

“I just think about my own usage habits, and I sit and watch TV with my iPad in front of me, and so I’m often looking at that second screen and reading the commentary that’s happening live around the world,” said Klein.

From Facebook to online forums, people in over 230 countries and territories have mentioned the tournament in Brazil.

Even businesses are using social media to promote World Cup products.

“Over the past few years we’ve really seen the audience change,” said Klein.

“Less and less in my daily business, I’m saying ‘this is something you need to do. They’re already walking in the door and saying ‘we need to do this’.”

Saskatoon hosted the MoSo conference up until Saturday, a celebration of technology and music.

Professionals from Amazon, Hootsuite, Etsy and Eventbrite were flown in to give talks about the ever-changing nature of technology and social media.

Organizers say many FIFA fans attended, sharing highlights on different platforms.

“It’s growing into Foursquares, the Instagrams, all the various apps, game building, you name it,” said Shane Gatzke, MoSo week communications coordinator.

Although sports fans can spread negativity online, MoSo guest experts said social media all-in-all is a positive thing, uniting fans globally.

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