Social networking and the Olympic Movement Emilio Fernández Peña [et al.] TABLE OF CONTENTS 0. EXECUTIVE SUMMARY ......................................................................................................................... 5 1. INTRODUCTION ................................................................................................................................... 17 2. SOCIODEMOGRAPHIC DATA OF SOCIAL NETWORKING SITES 2.1. Introduction ............................................................................................................................... 25 2.2. Definition of virtual social network ........................................................................................... 25 2.3. General Internet context data ................................................................................................... 26 2.4. Social networking: general data ................................................................................................ 31 2.4.1. Global statistics from different social media by continents .......................................... 31 2.4.2. Tools which provide general data about social networking websites ........................... 32 2.5. Time devoted to the use of social media ................................................................................... 33 2.5.1. Older adults and social networking websites: the end of the almost exclusive relationship between youths and social media .............................................. 34 2.6. The most popular social networking web sites in the world ..................................................... 36 2.7. Facebook .................................................................................................................................... 43 2.7.1. Facebook statistics ........................................................................................................... 43 2.7.2. Other statistics ................................................................................................................. 44 2.7.3. General Facebook ........................................................................................................... 47 2.8. Twitter data ............................................................................................................................... 49 2.8.1. Sociodemographic data on Twitter ................................................................................ 55 2.8.1.1. Age .................................................................................................................... 55 2.8.1.2. Gender .............................................................................................................. 57 2.8.1.3. Languages ......................................................................................................... 57 2.8.1.4. Peak hours and the most active days on Twitter .............................................. 58 2.8.1.5. Sociodemographic characteristics: a summary ................................................ 59 2.8.1.6. Types of relations .............................................................................................. 59 2.8.1.7. Average number of followers ........................................................................... 60 2.8.1.8. 2010 Top ten trends on Twitter ........................................................................ 61 2.8.1.9. Accounts whit the largest number of followers................................................ 62 2.9. Social networking by countries or regions ................................................................................. 70 2.9.1. United States ................................................................................................................. 70 2.9.2. Europe ............................................................................................................................ 72 2.9.3. Russia ............................................................................................................................. 74 2.9.4. Japan .............................................................................................................................. 76 2.9.5. China .............................................................................................................................. 77 2.9.5.1. Communicative context .................................................................................... 77 2.9.5.2. Social networking in China ................................................................................ 80 2.9.6. India .................................................................................................................................. 84 2.9.7. Brazil ................................................................................................................................. 86 2.9.8. Asia Pacific ........................................................................................................................ 89 2.9.9. Latin America ................................................................................................................... 91 2.10. Tools for optimizing and monitoring our brand on social networks ......................................... 96 2.10.1. Tools for monitoring Twitter .......................................................................................... 96 2.10.2. Tools for monitoring Facebook ...................................................................................... 97 2.11. 100 ways to monitoring social media ...................................................................................... 101 2.12. Social media monitoring tools ................................................................................................. 104 2.13. References .............................................................................................................................. 113 1 Research findings February 2011 3. THE VANCOUVER 2010 OLYMPIC WINTER GAMES ON FACEBOOK, TWITTER AND ORKUT 3.1. Study objectives ....................................................................................................................... 121 3.2. Methodology ............................................................................................................................ 121 3.3. Vancouver 2010 on Facebook .................................................................................................. 122 3.3.1. Photos on the Vancouver Facebook fan page ................................................................ 129 3.4. The Olympic Games on Facebook ............................................................................................ 132 3.5. Vancouver 2010 and The Olympic Games on Facebook, two months later ............................ 137 3.5.1. Vancouver 2010 in May ................................................................................................. 137 3.5.2. The Olympic Games in May ............................................................................................ 138 3.6. Vancouver 2010 on Twitter ...................................................................................................... 138 3.7. The Olympic Games on Twitter ................................................................................................ 144 3.8. The Olympic Games on Twitter, two months later .................................................................. 148 3.9. Vancouver 2010 on Orkut: the non-verification of accounts problem .................................... 149 3.10. Conclusions regarding Vancouver 2010 on Orkut .................................................................... 156 3.11. The Olympic Games on Orkut .................................................................................................. 156 3.12. Sponsors social media analysis ................................................................................................ 157 3.13. Athletes and their use of social networking sites .................................................................... 162 3.13.1 Angela Ruggiero ............................................................................................................ 163 3.13.2 Chad Hedrick ................................................................................................................. 169 3.14. The role of right holder broadcasters (RHBs) ........................................................................... 176 4. SINGAPORE 2010 YOUTH OLYMPIC GAMES COMMUNICATION STRATEGIES ON FACEBOOK AND TWITTER 4.1. Introduction ............................................................................................................................. 179 4.2. Methodology ............................................................................................................................ 179 4.3. Singapore 2010 communication strategy for social networking sites ..................................... 180 4.4. Variables analysed on Facebook .............................................................................................. 181 4.5. Singapore 2010 on Facebook ................................................................................................... 183 4.6. Data in chart form .................................................................................................................... 185 4.7. Analysis of Singapore 2010 on Twitter ....................................................................................