Social networking and the Olympic Movement: social media analysis, opportunities and trends

Report of the research project on social media and the Olympics, funded by the International Olympic Committee, and developed at CEO-UAB in 2010.

Among the objectives of the research there were the study of the challenges that social networks sites on the Internet offers to traditional communication models of sports organizations, with special attention to the presence of the Olympic Movement in these networks, and potential use to promote the Olympic values. To this end, the research team developed a map of the main platforms for existing social networks, an analysis of the presence of various sport initiatives in these social networks, as well as initiatives in other fields related to social participation that are considered interesting. It also wants to observe the presence of actors themselves of the Olympic Movement in various relevant social networks and study the digital strategies of different institutions and Olympic sponsors.