In just the first half of the World Cup, the soccer tournament is already the most talked-about event in Facebook history with a little over 1 billion posts.
Conversation regarding the soccer tournament between June 12 and June 29 involved 220 million people and 1 billion interactions, according to Reuters, citing Facebook data.
Since the tournament will continue for another two weeks, the tournament is expected to break new records as the biggest social media event ever.
"People are having conversations on Facebook about what they watch in a really unprecedented scale," Nick Grudin, the company's director of partnerships, said to Reuters. "In addition to sharing and connecting with friends, people are engaging in real time with the media and the public voices they care about most."
Facebook, the largest social media company in the world, is the latest company to capitalize on TV-related traffic around big events like the World Cup, a strategy that was started by microblog website Twitter.
People all over the world turn to Facebook to comment on events they watch live, an interaction that could eventually become a source of ad revenue for the company.
Seven out of 10 users globally connect to the network from mobile devices, which represent roughly 60 percent of the company's ad revenue.
The first week of the World Cup saw 459 million interactions on Facebook, which is more than this year's Super Bowl, the Academy Awards, and the Sochi Winter Olympic Games.
The 1 billion mark was reached after the World Cup knockout round began, according to Reuters.
On June 28, over 31 million people put up 75 million posts, comments, and likes regarding Brazil's victory over Chile, which allowed the team to reach the quarter-final round.
"This Cup has been a catalyzing cultural moment for people around the world, and we see it reflected on Facebook," Grudin said.
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