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Social Media and London 2012

Sport | Technology

For much of the sporting world, 2012 will be the year when social media becomes a naturally integrated element of a wider communications and marketing platform. Sports teams, athletes and event organisers have spent sufficient time exploring and experimenting with social media to know which platforms work best for them and what approach will engage and grow their respective fan bases.

There will always be new tools, new apps and renewed focus on a particular area (it’s widely believed that 2012 will be a breakthrough year for mobile), but social media is no longer the shiny new toy that it has been for the last couple of years.

The impact of social media on global sporting events has been witnessed already, from the 2010 Football World Cup to the Ashes to Formula One; social media is now a fundamental, unavoidable part of fan experience and engagement.

The London 2012 Olympic and Paralympic Games will, however, be the first summer Games to take place with such widespread understanding, adoption and, perhaps most importantly, expectation of platforms such as Twitter and Facebook. As a result, London 2012 will be the fastest moving, most openly debated Games in Olympic history, which opens up a raft of opportunities for athletes, as long as the powers-that-be do not interfere.

Willingness to embrace social media during London 2012 is not going to be widespread with confirmation this week that the tens of thousands of Games Maker volunteers will have to conform to stringent social media restrictions. Quite how these restrictions will be monitored across 70,000 volunteers is another matter entirely.

The IOC has at least recognised the importance of social media for athletes with a set of guidelines already established to give athletes an element of “controlled freedom” when it comes to online posts. The stipulation is for first person narrative rather than third person commentary, and there will inevitably be stories of wrist-slapping for contravention of the rules, but it is far better to encourage social use rather than try to impose a blanket ban from the outset.

The influx of Olympic and Paralympic hopefuls to Twitter has already begun and follower numbers are increasing. London 2012 could well give our home heroes the chance to shine online and what an exciting prospect that is. Much like the Games itself, the athletes are looking to establish a legacy for themselves long after the closing ceremony and public engagement through social media will be a key factor in achieving that.

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