'Socialympics' scoreboard changes dramatically as Olympic sponsors increase social media activity
Social media activity surrounding the Olympics has increased with just a week to go until the Games begin. The result has led to changes on the Sociagility London 2012 Social Scoreboard which has been tracking the effectiveness of sponsors’ social media activity since 18 April this year.
Coca-Cola, British Airways and Adidas have now taken the top positions away from early leaders P&G and Cadbury. Energy company EDF has also cinched a leading position.
Niall Cook, Sociagility co-founder commented the main London 2012 Olympic Sponsors activity has “been very patchy to say the least.”
Using its PRINT™ algorithm Sociagility began tracking activity around official sponsors 100 days before the start of the Games, it then created the London 2012 Social Scoreboard to allow users to interact directly with the scores. The three month tracking process has shown large differences in the social media activation strategies of sponsors.
Cook added: ““Very few, except one or two leaders like P&G and Cadbury, started very early with online platforms dedicated to their participation in the Games. The majority had little Olympics-related content on their existing platforms. The remainder were doing nothing.”
According to Cook there isn’t a right strategy that all brands should follow: “Early movers with a dedicated London 2012 presence have benefitted from months of active social media engagement but from a standing start.
“Others have, by virtue of using their existing presence and established audience, had the benefit of concentration of effort as public attention peaks.”
As the opening ceremony draws nearer Sociagility says this has sparked an increase in social media activity amongst sponsors. Over the last few weeks most brands have turned over their existing Twitter, Facebook and YouTube accounts to the Games.