At around 5pm each day millions of workers surreptitiously (or so they think) log on to either the BBC or ITV websites to watch the latest World Cup action.
Then at 5.45pm (half-time) many probably head for the exit, and as they do so fire up the mobile apps from ITV or BBC that allow them to keep watching the match.
This can be done through 3G, albeit not very well, or from 4G, usually very well. Of course, there are also WiFi services that can provide coverage, although many public offerings are rarely of high enough speed to really make this viable.
None of these services guarantee a perfect picture, though, especially if you’re moving – say on a train – as a drop in connectivity hampers the viewing experience. This is why you see so many blokes walking very fast through the station to try and get home for the end of the second half of the 5pm matches.
But there is another way of following the match: social media. Twitter feeds are awash with people from across the world commentating on matches as they unfold.
Some do it seriously, with most sports journalists offering their expert perspectives, while armchair fans also chime in with robust, and colourful, assessments of what’s unfolding. Comedy accounts are also well worth the follow.
Of course, even when back at home watching the match, many millions of people log on to social services to broadcast their thoughts on the match and see what other people are saying.
For sports fans, this is a major change since 2010. While social media was popular then, it was nothing like it is now: watch the video below, showing Twitter posts referring to the US against Ghana match to see how far it has spread.
And it’s not just Twitter. The Vine video-sharing service (also from Twitter) provides the perfect platform to quickly watch a goal, usually after some kind fan has rewound their TV box and recorded the action.
If anyone had any doubt about the power, importance, reach and innovative uses of social media, the World Cup should be the final wake-up call. Many are well aware of this, though, and use Twitter and other tools for real benefits.
Earlier this month I heard from numerous organisations about how they are using social media. TfL, the Environment Agency and even NATO explained that using social media, for informing, engaging and reacting to comments is vital.
The event was hosted by Hootsuite and it's CTO Ajai Sehgal added his weight to the importance of social media when he cited an experience during his time at Microsoft when Bill Gates shrugged off the impending internet revolution as a mere fad. "Don't make the same mistake with social," Sehgal said.
New balls please
This brings us to a different sporting event: Wimbledon. While the World Cup is dominating the headlines the tennis tournament is just days away, and despite its long history, technology innovations are always a feature of the event.
Earlier this week the club – in conjunction with 25-year partner IBM – Wimbledon unveiled a major new social media monitoring tool called the Wimbledon Social Command Centre.
This will be used to ensure that the most popular conversations across key social platforms – Twitter, Facebook and Google+ – are monitored, so it can make sure its website presents key information that is being discussed.
So if a match on Court 12 is generating lots of discussions, it can put a link to the score for this match on the front page, rather than the Centre Court match, which traditionally it would have thought would be the most popular.
The unveiling occurred at an annual event hosted by the two companies, which I've attended four years in a row. For me this year's announcement was the most interesting they have made. It shows just how important an institution as austere and grand as Wimbledon sees Twitter chats.
Creating a dedicated platform for an event that only runs for two weeks of the year could seem excessive, but given just how much interest and commentary the event generates, Wimbledon needs to know what is going on.
It should make businesses in all other areas sit up and take notice, and ask a few questions: what are my customers, or potential customers, talking about? What don't I know about them that I could find out? Is a competitor already doing this?
Right must dash, the next match is starting.
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