Hello, in this video we will analyze how the International Olympic Committee and the Organizing Committee of the Games use Facebook during the Games. We will go in-depth into the most common participation behaviors in the interaction with the Olympic content. In addition, we will present a content analysis of the posts published on Facebook by the two main actors of the Olympic movement. To be specific, we will focus on the pages of the London Organizing Committee for the Olympic Games, London 2012, and the International Olympic Committee, the Olympic Games, TOG. The participation of the public and their interaction with content are, as we have outlined, differential elements of communication and social networks. A comparison between the participation levels of the Facebook pages of the International Olympic Committee and the Organizing Committee during the 2010 Vancouver Games and the 2012 London Games. There are three participation options for Facebook fans: press the like button, write a comment on a publication or share it with friends. In the Vancouver Games the Facebook page did not provide data on the publications being shared; this novelty was introduced for London 2012. It can be observed that the main interaction users made with the official publications on Facebook was like. In all cases, this exceed 80% of the total participation behavior, with sharing contents being second. A large majority of contents published on Facebook appeared with a photograph and in no case there were Facebook videos posted which were published on the respective webpages and on the official YouTube channel. This figure also shows how the level of participation via comments in London 2012 decreases compared to the data from Vancouver. The increase in shares does not balance this decrease in commenting, which is the most active form of involvement. This could be due to the concept of non-interactive unidirectional communication propose on Facebook by both institutions, which have a similar consideration of social networks to that of traditional media mass communication by the institutions without encouraging more active public participation in the form of comments or opinions. The sample taken is of 29 days, one week prior to the games, and another week after the Games, to observe how the current situation of the competition and the global mega-event created by the television affected the growth patterns of the numbers of fans on Facebook and their participation. This section likes evolution shows the figures of growths in the number of new fans in the 30 days prior to the Games. This table shows the content of the posts of the two main presences of the Olympic movement on Facebook, specifically, the pages of the London Organizing Committee for the Olympic Games, London 2012, and the IOC, the Olympic Games, TOJ. Tributes to the different sports, Olympic sports, received the highest number of posts on the Olympic Games page 33, and recognition of the athletes became a topic of great interest for both pages on social networkings, 52 in total. In the case of London 2012, there was a higher number of contents dedicated to information on the sports venues, even venue info, 18. Final results, seven, promotion of the cities with iconic photos, host city, 18 posts. And there is no reference to the sale of tickets as occurred in the case of Vancouver. For the Olympic Games, the presence of the IOC on Facebook, the portrayal of the Olympic atmosphere 27, the promotion of the Hub of Athletes, and new IOC initiative linking to athletes' comments and tweets, link to Hub nine, as well as motifs of the opening and closing ceremony, ceremonies 17, comprised the majority of the contents. To sum up, the Olympic Games Facebook page concentrated on global aspects of the Olympic Summer Games as a four-yearly event, such as its symbols, opening and closing ceremonies, the dissemination of Olympic sports, and the role of athletes. In contrast, the London 2012 Facebook page had a more local perspective, focusing on the event and the city in particular, and paying special attention to up-to-date information about the sporting events and the promotion of London. Both pages, the Olympic Games and London 2012 expressed their recognition of the athletes and volunteers. Despite the cross-pollination between social networks and web platforms being better exploited, participation has a notable unidirectional nature very similar to that of traditional media, with a low percentage of contribution based on commentaries. However, the spreadability is increasing as demonstrated by the fact that many users now share Olympic family member's publication with their friends. By doing so, content is reaching a higher number of people, including those who have not previously shown any interest in the Olympic Games. The participation promoted in the public is merely emotional. The aim is not that people following the social networks of the Olympic movement and its members contribute to the progress and improvement of the Olympic movement. This is particularly important during the Olympiad, period between Games, a period in which contributions from the public should be promoted by means of a more sincere and direct communication, counting elements that are usually not counted, including followers or fans of the new future challenges, converging them into missionaries who spread the philosophy and values of the Olympic movement. [BLANK_AUDIO]
