Transmedia: the Multiplatform Stories of London 2012
An International Olympic Committee (IOC) portal lets fans interact with their favorite athletes, and avoid the firehose of unrelated posts. The IOC also has accounts on Twitter, Facebook, Google+, YouTube, and Flickr.
News organizations, teams, and sponsors also boast Google+ Hangouts with athletes, YouTube videos, Facebook pages, Twitter and Pinterest accounts, photo streams and more.
In other words, online platforms are not just strategic communications tools — they are now part of the Olympic experience.