SOURCE: Marketwire


August 03, 2012 09:00 ET

Buzz About Social Media Use During Summer Games More Than Triple That of Other Topics; Twitter Dominates

Marketwire Summer Games Dashboard Tracks Global Discussions and Trends Surrounding the 2012 Games

TORONTO--(Marketwire - Aug 3, 2012) - Marketwire began monitoring social media discussions leading up to the London 2012 Summer Olympics in mid-July and created a Summer Games Dashboard to track three major themes as the Games progress: social media and communications, transportation and infrastructure, and security. Even though initial concerns of a communication network, transportation or security failure have fortunately not materialized, Twitter volume related to these topics over the past seven days remains high. In the same timeframe, social mentions about social media use, at 400,000-plus, far exceed the number of discussions about the other topics (91,000 and 123,000 respectively). Monitoring began on July 26 and continues through August 12, 2012.

Powered by Marketwire MAP and Marketwire Heartbeat, the dynamic social dashboard allows viewers to compare the ongoing volume of activity between blogs, news sites, forums and Twitter. It includes BuzzGraphs that illustrate how conversations branch out from existing discussions and topics, and it features a scrolling Twitter feed that monitors the Twitter hashtag #London2012.

Social Monitoring Insights:

  • The number of tweets related to social media and communications has been on a steady climb since July 26, but it tripled between July 29 and July 31. The chief cause of that spike was that users were angry at Twitter for banishing Guy Adams, a UK foreign correspondent who posted a message on the social network criticizing NBC's decision to broadcast the game's opening ceremony with a time delay.

    Between July 26 and August 1 there were 429,465 social mentions about social media and communications on blogs, forums, news sites and Twitter combined.

  • Before the Games began on July 26 people expressed concerns that London's transportation system was not ready to handle the influx of people into the city. After the Games began, the volume of social activity on this topic steadily declined until July 28 when the number of tweets suddenly doubled. Drilling down to the cause of that spike revealed that a fire alert caused suspension of subway service on trains running to east London's Stratford, the site of the Olympic park, causing travel chaos.

    Between July 26 and August 1 there were 91,179 total social mentions related to transportation and infrastructure.

  • Since the Games began, social activity about security concerns has remained fairly level. On July 31, however, the number of tweets on this topic almost tripled. Drilling down into the activity on this date revealed that people were discussing and mostly supporting the police in their prompt investigation and arrest of a 17-year-old boy charged with sending malicious tweets to Olympic diver Tom Daley.

    There were 123,318 total social mentions related to security between July 26 and August 1.

Quote from Sheldon Levine, Marketwire Community Manager

"Although London 2012 is known as the world's first 'social games,' I'm amazed at the huge number of discussions about the impact that social media is having on the Games. I'm also amazed at the amount of controversy that spreads through Twitter. Not only is the whole world watching this historic event, but everyone is connected through a single hashtag. It truly illustrates the enormous power of social media." 

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