Social media’s role in Olympics grows with surge in users

At the Olympic Games in London, set to begin this month, the official motto of “swifter, higher, stronger” will be supplemented by a new label. If some marketers, fans and athletes have anything to say, these Games will be the first Social Media Olympics – the “Socialympics,” as some are calling them. Even the Olympic movement, which sometimes steps into the future with great caution, has warily accepted the idea.

As befits an event surrounded by superlative athletic, logistical and marketing feats, there is a bit of exaggeration in this description. The biggest social media platforms have been around for several previous Olympics, including the Beijing Summer Games of 2008 and the Vancouver Winter Games of 2010. Twitter was founded in 2006, YouTube in 2005 and Facebook in 2004. More broadly defined, social media goes back even further: blogging dates at least to the 1990s… Read more

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