Twitter has changed. The growth and worldwide success of Twitter has surfaced natural limitations of hashtags and keyword searches. What was once a mechanism for organizing information for efficient consumption is now often rendered obsolete by overwhelming volume and diversity of discussion. Listening to a large number of posts on a given hashtag becomes unproductive as the conversations spawned within and around these hashtags are indistinct and drowned. For SONY, Luminoso restored the ability to understand, consume, and participate in large-scale social media discussions by automatically eliminating spam, removing duplicates, clustering thematically similar conversation, and surfacing meaningful discussion. SONY launched the World’s first dedicated football social network – One Stadium Live – a network that enabled fans and media to experience the 2014 FIFA World Cup like never before, harnessing Luminoso’s technology. The One Stadium Live platform provided users with automatically curated topics of discussion, allowing them to participate in and follow conversations they found interesting, while avoiding the ones they didn’t – across 6 different languages.