So that’s it. The first ever so-called Socialympics are over. No more tweeting about how amazing @J_Ennis was in the heptathlon or getting jealous over your friend’s latest photo from inside the Olympic village.
But taking a deeper look, how exactly did the different social media platforms and the world’s biggest sporting event combine? Did their partnership resemble a graceful synchronized swimming routine or did they come together and wrestle furiously before one was overpowered and sent crashing to the mat?
The various governing bodies for the sports taking part at London 2012 did fantastic work to engage with fans. Many of the sports on show needed to use the Olympics as a platform to encourage people to take up the sport. With a lot of competition, engagement on social media was going to be key.
The likes of @GBHockey2012 and @gbbasketball utilised Twitter to great effect. As well as tweeting regular updates, both put fan engagement at the top of their list. From getting fans to suggest an official #slogan for each game to retweeting posts from the public saying they have decided to take up the sport, the relationship between fans and the sport blossomed.
Guy Adams, a foreign correspondent for the Independent, was suspended from Twitter after taking to the micro-blogging site to express his displeasure about NBC’s coverage of London 2012.
NBC and Twitter entered into a partnership before the start of the Games and it has emerged that Twitter alerted the American broadcaster to the tweets and advised them on how to make a complaint.
While Adams is now back tweeting, the backlash Twitter has faced for monitoring and highlighting content – especially negative comments to a business partner – has seen the social media site face some unfamiliar territory as it comes under fire on its own platform from its own users.
Two athletes were expelled from the Games for posting racist tweets. Greek triple jumper Voula Papachristou was banned before she even had chance to travel to London as a result of her comments while Swiss defender Michel Morganella was stripped of his Olympic accreditation heading into the final group game for a racist tweet.
In addition, one arrest was made for an abusive comment tweeted to diver Tom Daley after his failure to land a medal in the synchronised 10m platform event.
So while it is invariably the bad and the ugly that get wide-spread coverage, it is important not to overlook the positive actions that go ‘unseen’.
On reflection it is fair to say that despite clipping a few hurdles, the relationship between all things Olympics and social media gathered enough pace to not stumble face first into the track and they crossed the line with heads held high.