Social Media ‘own goal’ for the Olympics

It’s disappointing, but not surprising to see the Social Media guidelines for volunteers at the games being somewhat draconian - “to avoid making any public statement on any subject relating to London 2012 without the prior approval of the LOCOG Communications team…” (see article on BBC website bbc.in/yyAHR4 ).

The 2012 logo was much maligned when originally launched. We weren’t amongst the naysayers, and saw some exciting potential in its flexibility that clearly anticipated the digital environment of 2012. Sadly it looks like that spirit of flexibility hasn’t followed through into the SM guidelines for volunteers.

SM is such a natural tool to motivate volunteers with – helping them build their communities and support networks, as well as sharing enthusiasm with their networks and wider communities. And perhaps for 2012, it could be a channel that could still help address the shortfall in the mass sports participation legacy targets that the London bid committed set?

A SM policy that inhibits, rather than energises is not surprising. Many risk adverse corporates in sectors, like finance are taking this approach. While some caution because of security issues is quite right in the case of 2012, this approach to SM echoes the rigorous protection of the Olympic brand properties that the IOC is famed for. But translating this mindset into a risk adverse approach to SM is missing commercial opportunities, e.g. spin-off coverage that some (less risk adverse?) sponsors marketeers would be expecting, as well as the wider community engagement benefits.

About Marcus

Corporate Edge's Director of Strategy