What Is The Possible Impact Of Social Media On The Promotion Of London Olympics?

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Executive Summary

In this study we will try to explore the concept of social media in a holistic concept. The main focus of the research will be on the impact of social media on the promotion of London Olympics. Case study methodology will be used in the research. The case of Vancouver Winter Olympics 2010 will be studied to analyze the impact of social media on the London Olympic.

Table of Contents

CHAPTER 1: INTRODUCTION1

Background1

Purpose of the Report2

Research Aim and Objectives3

Research Questions3

Ethical concern4

CHAPTER 2: LITERATURE REVIEW5

Social Media Marketing5

The Demand for Social Media Marketing6

Social media Marketing Strategies9

Introduction of Social Networking and Mobile Technology in Sport10

London Olympics Social Media Marketing Strategy11

The Strategy and Impact of Social Media on Vancouver Winter Olympics 201014

CHAPTER 3: METHODOLOGY15

Research Method15

Research Instrument15

Research Process16

Rationale for Choosing Methodology16

CHAPTER 4: ANTICIPATED RESULT17

REFERENCES18

Chapter 1: Introduction

Background

Since the emergence of the Internet in the late 20th century, communication among individuals and organisations of all types has changed dramatically. Suddenly audiences and content generators all over the world became connected at all hours of the day through the World Wide Web, a collection of hypertext sites available to users connected to its host network called the Internet. The possibilities of the Web transcended such “traditional” channels as telephones, pagers, televisions, radios and newspapers. This novel form of technology allowed the creation of new communities and instantaneous, or high-speed, communication. It was exploited by users for personal hobbies, research, entrepreneurial endeavours, business operations, news delivery, entertainment and more.

Prior to the broad scale introduction and availability of the internet to the public, traditional forms of marketing (public relations, advertising, branding and messaging) were channelled through slower mediums. The internet, however, has allowed both organisations and individuals to post content, and react to each other's content, creating a matrix of multi-directional communication rather than the one-way messages consumers received in the past. In this way, the internet provides an intricate web of audiences to filter through before delivering effective messaging.

Early attempts at online marketing often took the form of spamming (sending unwarranted messages out to mass audiences) as well as unsophisticated attempts at online advertising. Today, there are myriad ways in which communication professionals can, and are, connecting with their key audiences. The challenge is in creating the ideal online atmosphere in which these audiences will be responsive and build the kinds of relationships that will lead to the achievement of communication or business objectives. However, because billions of people access the internet every day, businesses must be cautious and aware that on the internet, a little information - or a lot of information - can go a very long way and still have little or no effect. (West, 2001)

According to Wireless Week, social networking applications are increasingly driving the growth of the mobile internet audience, especially among women. E-Marketer forecasts that more than 800 million people worldwide will be participating in a social network via their mobile phones by 2012, up from 82 million ...