The document discusses how social media has transformed consumption of the Olympics since 2008. It notes the exponential increases in social media users and mobile devices between the 2008 Beijing, 2012 London, and 2014 Sochi games. This led to more real-time and mobile consumption of the Olympics. However, it also presented new challenges for athletes, host countries, the IOC, and other stakeholders to navigate appropriate use of social media and dealing with misinformation and political discussions on platforms. Specific issues that arose from Sochi 2014 regarding social media use by athletes and for political discussions are explored in more depth.

1. OLYMPICS &
SOCIAL MEDIA

2. AGENDA

4. Social media’s expansion tremendously transformed
how Olympics are now consumed: HOW, WHERE, WHEN, WHO, WHAT, WHY
2008 2012 2014
BEIJING LONDON SOCHI

5. Social media’s expansion tremendously transformed
how Olympics are now consumed: HOW, WHERE, WHEN, WHO, WHAT, WHY
90 MILLION
< 1 MILLION 901 MILLION
300 MILLION
1.3 BILLION
646 MILLION
2008 2012 2014
• Two-way communication
• Opportunity for PR/Marketing
• More revealing of behind the story
• Creating political forum around

6. Social media’s expansion tremendously transformed
how Olympics are now consumed: HOW, WHERE, WHEN, WHO, WHAT, WHY
2008 2012 2014
NO TABLET
SMARTPHONE
18.9 MILLION
SMARTPHONE
106.7 MILLION
TABLET
54.8 MILLION
SMARTPHONE
156 MILLION
TABLET
90 MILLION
• Multiple & easier access
• Real-time consumption
• Mobile consumption
• More younger generation

7. All the stakeholders are experiencing dramatic changes, ups and downs
caused by expansion as well as some of the misuse of social media
ATHLETES
HOSTING
COUNTRY
IOC
POLITICAL
COMMUNITIES
ATHLETS’
FAMILIES
& FRIENDS
SPONSORS
CONSUMERSMEDIA

8. Based on the major issues raised during Sochi 2014 Olympics
in regards to the Social Media, we’d like to discuss;
ATHLETES
HOSTING
COUNTRY
IOC
POLITICAL
COMMUNITIES
ATHLETS’
FAMILIES
& FRIENDS
SPONSORS
CONSUMERSMEDIA 1
2
#SochiProblems
Twitter making positive or
negative impact here?

9. http://www.euronews.com/2014/02/05/sochiproblems-baffled-olympic-journalists-tweet-hilarious-gross-discoveries/
POSITIVE - Constructive criticism should be acceptable
• Accountability: where was the $50 billion spent?
• Constructive criticism should be acceptable for real time concerns
• Lesson learned for the next host
• Inevitable move from TV to Twitter

10. Hotel judgment
24 retweets, 10 favorites
News on Game
2 retweets, 1 favorite
• Losing focus on the actual games
• Misleading information
“NBC story on visitors to Sochi Olympics getting hacked is misleading”
(http://blog.erratasec.com/2014/02/that-nbc-story-100-fraudulent.html#.Ux4ji9JqrPQ)
Losing focus & misleading information - NEGATIVE
• TV Streams is gone
• Absence of centralized regulator

11. DISCUSSION (2)
Based on the major issues raised during Sochi 2014 Olympics
in regards to the Social Media, we’d like to discuss;
SOPHIA
HOSTING
COUNTRY
IOC
ATHLETS’
FAMILIES
& FRIENDS
SPONSORS
CONSUMERSMEDIA
2
IOC vs. Athletes
How should athletes use social
media, complete freedom or
limits to expression?
ATHLETES
POLITICAL
COMMUNITIES
1

12. COMPLETE FREEDOM- Freedom of Speech
http://www.scpr.org/blogs/newmedia/2014/02/20/15901/sochi-winter-olympics-jimmy-kimmel-pranks-olympic/
http://www.youtube.com/watch?v=hze_6-f5KNA
• Attract more attention to the event
• Atmosphere of normalcy through humor in contrast with
terrorism concerns
• Freedom of Speech
• Athletes is IOC’s priority, not sponsors

13. COMPLETE FREEDOM- Freedom of Speech
http://www.scpr.org/blogs/newmedia/2014/02/20/15901/sochi-winter-olympics-jimmy-kimmel-pranks-olympic/
http://www.youtube.com/watch?v=hze_6-f5KNA
• Attract more attention to the event
• Atmosphere of normalcy through humor in contrast with
terrorism concerns
• Freedom of Speech
• Athletes is IOC’s priority, not sponsors

14. Security & Wrong rumors – LIMITED EXPRESSION
• Security problem
• Amplifying wrong rumors
• Generates victim of ambush marketing & unforeseeable PR crises
• Internet bullying & over-advertising

15. DISCUSSION (3)
Based on the major issues raised during Sochi 2014 Olympics
in regards to the Social Media, we’d like to discuss;
SOPHIA
HOSTING
COUNTRY
IOC
ATHLETS’
FAMILIES
& FRIENDS
SPONSORS
CONSUMERSMEDIA 2
Anti-gay laws,
why now?
Is social media, during the
Olympics, a right place and/or
an effective tool to raise
political agenda?
ATHLETES
POLITICAL
COMMUNITIES
1

16. IT IS A RIGHT TOOL FOR POLITICAL AGENDA
http://www.policymic.com/articles/81703/5-powerful-lgbt-sochi-boycotts-prove-social-media-can-change-everything
http://worldnews.nbcnews.com/_news/2014/02/04/22432812-gay-rights-groups-will-avoid-olympics-and-spread-message-via-
social-media?lite
• Neutral platform to voice opposition
• Recorded evidence can go viral anytime
• Keeps American corporate sponsors true to their words on
workplace acceptance and diversity

17. IT IS NOT A RIGHT TOOL FOR POLITICAL AGENDA
• Unfair for athletes
• The biased platform
• Nationalistically-charged event vs. Twitter-bashing

18. Q&A