The Social Media Olympics: Friend or Foe?

This year we have been bombarded by the 'Social Media Olympics.' Viewers and athletes are able to instantly connect, results and replays are easily accessible to all, and the IOC can promote the games more heavily than ever before. However, this strong use of social media has highlighted some potential disadvantages of online marketing as a tool to promote a brand or image.

Swimmer Emily Seebohm found herself in the middle of controversy last week after claiming that she was unable to focus thoroughly on her race due to spending too much time on Twitter and Facebook. This resulted in a failed attempt to clench gold for Australia in the 100m backstroke final. Seebohm has since stated that it was not the pressure from messages on the social media sites that caused the favourite to finish in second place but the debacle brings to question: is social media appropriate for every brand, whether that brand be a multinational company, or an individual athlete?

Athletes such as Seebohm have been encouraged to use social media during these Olympics as a marketing tool for the games and for their own personal brand image. The controversy surrounding Seebohm however, has brought to attention the fact that online marketing is not ideal for every brand if it is going to impede on their performance/output. 

Electronic marketing seems to have taken the world by storm over the past decade. And understandably so considering its ability to engage a huge number of consumers at a fraction of the cost of most traditional marketing practises. As e-marketing continues to evolve, we are beginning to see new ways of utilising the Internet for marketing but users must remain cautionary of its use in order to avoid negative backlash.

Whilst I love the Olympics, I'm beginning to feel the emphasis on social media at the London games is uncovering some of the negative side effects of e-marketing for brand images when used excessively or inappropriately. Are our athletes simply overindulging in social media in London, or, could we have revealed an industry in which e-marketing is not ideal?