Wildfire, the social media management web software recently bought by Google and used by 16,000 companies worldwide, enabled firms to create Olympics promotions and campaigns on social platforms and track fan growth and engagement.
Some of the official sponsors of the Games, which included Proctor and Gamble, Coca Cola and Visa, saw their fanbases grow by millions of followers, and a doubling of their engagement levels throughout the games, according to Wildfire data analyst James Lancaster.
"Olympics on social media had a huge role for brands. Not only were fanbases growing by huge amounts but fans were really interacting with brand pages," he said.
The company tracked a Facebook metric known as "people talking about this," which is a combination of the number of posts made to a brand page's wall, in addition to likes, shares and comments.
"That's really important for brands because it really brings brand awareness when you have people who are liking, and commenting and sharing a posting because you'll see it in your newsfeed and it sort of takes off virally," Lancaster explained.
For Proctor and Gamble, this score grew by 216 percent, for Coca Cola by 126 percent and for Visa by 67 percent.
Source: Reuters
