Analyzing the Role of Social Media in Promoting the Olympic Games

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Impact of social media on the Olympic Games

Table of Contents
Introduction......................................................................................................................................3
Impact of social media on Olympic Games.....................................................................................4
Conclusion.......................................................................................................................................6
Referencing List...............................................................................................................................7

Introduction
Social media has a significant influence on promoting almost every event. Apart from supporting
on television and other print media platforms, the event promoters use social media as a medium
of developing virtually any occasion. It is also seen that promotions done in social media get
more response than other media platforms. The development of the development is mostly done
through these posts. Through social media, the sportsperson can also stay connected to their fans
by sharing news about their performances. Social media platforms like Facebook, Instagram and
Snapchat help in promoting many events by the updates from the users.
Moreover, people are always updated about the Olympics because of mobile technology — the
hype for Olympics on social media increases when the event is near. During the Olympics, it is
experienced that fans post more about their favourite sportsperson and the incident. The social
media promotion has also increased the hype of the Olympic competition over the years. The
social media helps to make the event a success when the fans show love and support to their
favourite sportsperson. Olympic Games are regarded as the most important as well as crucial
games in the world. Therefore, there are several essential brands as well as companies who
promote themselves in the games.

Impact of social media on the Olympic Games
Many people have the craze for sports. Therefore, people help in increasing the popularity of the
sportsman and sportswoman regardless of which field they belong to. If a sportsperson the
considerable number of fans then his or her value will also increase while negotiating their
performance contract. However, social media will not only have an impact on the sportsperson
and their fans, doing the same with sports events as well. The hype for Olympics on social media
increases when the fact is near. During the Olympics, it is experienced that fans post more about
their favourite sportsperson and the incident. The promotion of the development is mostly done
through these posts. Through social media, the sportsman can also stay connected to their fans by
sharing news about their performances. Besides, people are always updated about the Olympics
because of mobile technology. Even if people are not watching the game, they can stay updated
about from social media. With the years passing by social media platforms have evolved more
and the number of users has also increased. It has been such that even if someone does not know
about the winner of the gold medal in the Olympics in any sports, he or she can recognise it from
the social media. Therefore, it can be said that social media is beneficial in keeping people
updated about the news of the event (Lim et al., 2015).
Live streaming is a useful feature of social media. The live streaming features such as Facebook
live; Instagram stories and Snapchat have established themselves in deeper channels for live
sporting and entertainment events. According to a report, in RIO 2016 the games were updated
mostly on Snapchat Stories and filters along with the Instagram story that was newly launched.
However, according to some studies, it has been found that the social networking sites also have
a negative impact on the performance of some athletes — the anxiety increaser when the
sportsperson is seen spending time in social media before the event. The sports anxiety can
create a negative impact on the sportsmen; consequences can also be worse such as fear of
failure and choking. If an athlete receives positive feedback, then their self-efficacy can be
elevated, but if they receive negative commentary, then their confidence in their ability can
become low. Therefore, it is evident that along with the positive impact, social media can also
have a negative impact on the sportsperson (Sherwood et al., 2017).

The social media has helped in promoting many events; more precisely the people attending
those events have helped in developing the events by updating about those events. The social
media has also contributed to make the sportsperson connected with their fans. The social media
promotion has also increased the hype of the Olympic competition over the years. The live
streaming feature of social media has helped in promoting the development more appropriately,
as people watching the game sometimes go live, by doing this the game become more famous
and gained numerous viewers. Social media is such a media platform from where the people who
do not know anything about the game get to know so much. Sometimes the brand sponsoring the
game also gets promoted due to the post update. The social media helps to make the event a
success when the fans show love and support to their favourite sportsperson. There can be
tremendous leverage for the brands. Social media platform is such a place where the majority of
events get promoted at no cost. Facebook updates have a huge influence in developing the
development. Recently, the Instagram story is also playing an essential part in helping the brand.
The credit for the promotions in social media platforms is mainly given to the fans who use
social media for updates their favourite sportsperson and the event (Kassens-Noor and
Fukushige, 2018).
With the advancements in the technological sectors, the use of Smartphone has been maximised
as well. This has resulted from the in the development of attracting several people in the grand
Olympic games. Olympic Games are regarded as the most important as well as crucial games in
the world. Therefore, there are several essential brands as well as companies who promote
themselves in the games. Furthermore, the use of social platforms has ensured that the trends on
the social platforms are used efficiently. The method of hashtags such as #gold, #silver and
conveying their slogans as well as messages to their country is famous among the norms.
Moreover, the celebrities, athletes use social media to show the subpart facilities of the city
including the inedible, in safety of the environment as well as the own safety concerns of the
country where Olympic is to be held. The participation of different countries in the games is
watched by the whole world to support their respective country. Furthermore, there are several
pages within the social media which include creative members. They create several innovative
pictures known as memes to promote the active growth of important games as well as athletes
participating in the sports (Essex and de Groot, 2016).

Web based life affects advancing pretty much every occasion. Aside from supporting on TV and
other print media stages, the occasion advertisers utilise web-based social networking as a mode
of proceeding for all intents and purposes for each event. It is likewise observed that
advancements done in online networking get more reaction than other media stages. Through
web based life, the sportsperson can also remain associated with their fans by sharing news about
their exhibitions. Similarly, individuals are refreshed continuously about the Olympics on
account of portable innovation. The games uneasiness can make a contrary effect on the
sportspersons; outcomes can even be more regrettable, for example, the dread of disappointment
and gagging. There can be massive use for the brands. Internet-based life stage is such a place
where most of the occasions get advanced at no expense. Facebook refreshes have an extensive
impact in building up the improvement.

Conclusion
Thus, it can be concluded that social media has a huge influencing in promoting the Olympic
Games. The Olympic Games has been more famous over time. Mainly the fans of the game have
helped to develop by updating about the event. The event has gained more viewers after the
updates. The live streaming features such as Facebook live; Instagram stories and Snapchat have
established themselves in deeper channels for live sporting and entertainment events. According
to a report, in RIO 2016 the games were updated mostly on Snapchat Stories and filters along
with the Instagram story that was newly launched. The social media promotion has also
increased the hype of the Olympic event over the years. The live streaming feature of social
media has helped in promoting the development more appropriately, as people watching the
game sometimes go live, by doing this the game becomes more famous and gained numerous
viewers. Therefore, it can be said that social media is beneficial in keeping people updated about
the news of the event.
Even if people are not watching the game, they can stay updated about from social media. With
the years passing by social media platforms have evolved more and the number of users has also
increased. The social networking sites also have a negative impact on the performance of some
athletes — the anxiety increaser when the sportsperson is seen spending time in social media
before the event. The participation of different countries in the games is watched by the whole
world to support their respective country. Furthermore, there are several pages within the social
media which include creative members. The use of hashtags such as #gold, #silver and
conveying their slogans as well as messages to their country is famous among the norms. The
credit for the promotions in social media platforms is mainly given to the fans who use social
media for updates their favourite sportsperson and the event. Therefore, it is seen that social
media has a significant influence on the promotion of the Olympic game and many other
activities.

Referencing List
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sports channel loyalty: Mediating roles of social presence and channel commitment. Computers
in Human Behavior, 46, pp.158-167.
Sherwood, M., Nicholson, M. and Marjoribanks, T., 2017. Controlling the Message and the
Medium? The impact of sports organisations’ digital and social channels on media
access. Digital Journalism, 5(5), pp.513-531.
Li, B., Scott, O.K. and Ditmore, S.W., 2018. Twitter and Olympics: Exploring factors which
impact fans following American Olympic Governing Bodies. International Journal of Sports
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Farrington, N., Hall, L., Kilvington, D., Price, J. and Saeed, A., 2017. Sport, racism and social
media. Routledge.
Kassens-Noor, E. and Fukushige, T., 2018. Olympic Technologies: Tokyo 2020 and Beyond:
The Urban Technology Metropolis. Journal of Urban Technology, 25(3), pp.83-104.
Uldam, J., 2016. Corporate management of visibility and the fantasy of the post-political: Social
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Billings, A., Brown, K. and Brown-Devlin, N., 2015. Sports draped in the American flag: Impact
of the 2014 Winter Olympic telecast on nationalised attitudes. Mass Communication and
Society, 18(4), pp.377-398.
Girginova, K., 2016. New media, creativity, and the Olympics: A case study into the use of of#
NBCFail during the Sochi winter games. Communication & Sport, 4(3), pp.243-260.
Essex, S.J. and de Groot, J., 2016. The Winter Olympics: Driving Urban Change, 1924–2022.
In Olympic Cities (pp. 84-109). Routledge.