Social media consultancy Sociagility has tracked the social media performance of the 25 main London 2012 Olympics sponsors.
Performance across the web, Twitter, Facebook and YouTube was assessed over nearly five months from 18 April, 100 days before the Olympic opening ceremony, to the end of the Paralympics on 9 September. Sponsors' performance was tracked on a daily basis using the firm's PRINT measurement and planning system.
The agency found that some brands, such as BMW and Cadbury, benefitted from starting early while others, such as British Airways and Coca-Cola, concentrated their efforts later on. A significant number of brands did not appear to engage with social media at all or only sporadically. For some, it appeared that social media activation was undertaken in isolation or as an afterthought or as merely an amplifier for advertising campaigns. The brands that led the Sociagility PRINT rankings were those that used social media to focus on engagement and not just brand awareness.
The full report can be accessed here.