From expecting the unexpected and understanding US soccer soccer culture to acknowledging hot button issues, RSR’s Associate Creative Director Cole Sletten tips off marketing strategists on how to get in on the 2014 World Cup social action.

“The World Cup gets a lot of people out of their day-to-day activities; it gives them something to be excited about and to band together around,” says Cole Sletten, senior art director at digital marketing firm Ready Set Rocket.  “Social media does the same thing, so it’s a perfect combination for marketers.”

Read Sletten’s top four suggestions here.