FIFA World Cup 2014 on Twitter and Facebook : more from less or less from more ?

The last FIFA World Cup in Brazil presented the ambition of a global event, referring both to the number of audiences and the number of platforms involved in its coverage. Taking the advantages promoted by social media platforms and mobile technologies, media companies had the opportunity to try new strategies in a truly ambient information reality. Taking into account the development of Twitter, assuming itself as an informative and mobile platform, it becomes necessary to promote a further reflection about the impact of social media in the field of journalism. Applying this research to sport we follow other analyses made about political issues. In this study, we have analyzed 3195 post on Twitter and 665 on Facebook, made by media outlets from seven different countries, during the coverage of 32 matches of the World Cup in Brazil, in June and July 2014.