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BizReport : Research : August 13, 2012
The Social Games? Maybe, find experts
Every athlete may not be attuned to social media but enough are that the 2012 London Olympics are being hailed as the Social Games in some circles. From athletes sending pictures and tweets to one another to the growth of fan pages for athletes, it seems a large number of the world's residents have been tuned not only to their television sets but to their social networks.
According to Wildfire the social media fanbase for Olympic athletes has grown quite will since the beginning of the 2012 Games. On average, athlete Facebook pages have increased fans by 29% with 85 pages at least doubling the fan exposure. Much of that growth could be attributed to the reach of Facebook - there are nine times as many Facebook users now than during the 2008 Olympic Games in Beijing.
Still, it's interesting to note that the performance growth of Olympic athletes' pages is significantly higher than in other international sports/events.
For example, fan page growth for Olympic athletes is about seven times that of the growth of fan pages for UEFA Euro Championship and five times higher than that of athletes in the Tour de France.
Not every athlete has been interested in the social hype, however. Some of the biggest athletes haven't tweeted or Facebooked - even though their fan bases have seen growth. Serena Williams, Chris Paul and Luc Abalo all have sizeable fan bases but none have tweeted links or photos to their fans.
Meanwhile, data from Infolinks underscores how consumers are finding Olympic athletes and information during the Games. During the Opening Cermonies, the most searched terms were 'london olympis opening ceremony time' (38%), 'James Bond and Queen of England' (18%) and 'Olympic Rings Meaning' (16%). People also searched for 'hot Olympic athletes'.
The most searched for athletes included Michael Phelps, Gabby Douglas, Kobe Bryand and Usain Bolt. While the Swimming, Gymnastics, Men's Soccer and Men's Basketball were the most searched for events.
Tags: 2012 Olympic Games, olympics trends, social marketing, social marketing trends, social networks
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