The U.S. Soccer Federation is pinning its hopes for creating a bigger fan base on social networks, as it looks to build up buzz for this year's World Cup. To overcome substantial hurdles -- such as having no broadcast rights and little public awareness -- the USSF is recruiting brand advocates, monitoring online buzz and talking to European clubs to figure out how they've kept their fans engaged. Still, critics say the federation's social strategy has not done enough to lure Hispanic fans, who ought to be the group's most outspoken supporters, Merritt Colaizzi notes.

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