The 2012 Olympics may well have garnered a record breaking medal haul for Britain but the games have also now been the most social ever, generating more than 26m mentions.
Research compiled by social media monitor Radian6 and Interpublic Group’s Momentum found that across the social media ecosystem sentiment toward the event was, in the main, favourable.
In total some 68% of commentary on the subject across Facebook, Twitter, YouTube, Google+ and others was positive - whilst 32% was negative.
McDonald’s emerged as the most talked about sponsor of the event, although this was largely on the back of people querying the appropriateness of a fast food chain’s involvement in the sporting spectacular.
The burger giant was followed in terms of volume by British Airways and Coca Cola, both of which also accrued less negative comment.
A surprise stellar performer on Google+ meanwhile was Cadbury’s which obliterated the competition on the channel with 200,000 fans during the Games – far more than even the official Olympics page.