As the network with the rights to the games, NBC has much at stake with how the Twitter conversation plays out. To help distinguish its own messaging from the clutter, and to drive tune-in messaging, NBC has formally partnered with Twitter to promote the Sochi Games. The first display of this collaboration happened on Wednesday when @NBCOlympics debuted its feature on South Korean figure skater Yuna Kim on Twitter.
— NBC Olympics (@NBCOlympics) February 4, 2014
“The Olympics will drive a massive global conversation on Twitter,” said Geoff Reiss, Head of Sports Partnerships at Twitter. “Twitter turns the roar of the crowd into the social soundtrack for the Games – the perfect complement to NBC’s unrivaled production across all of its platforms.”
Throughout the Games, Twitter will analyze data about the social conversation for use in NBC’s cross-platform coverage. Twitter will work closely with NBC’s editorial teams to produce social media-centric segments and support other integrations of the data.
NBC will surely benefit from Twitter’s support, but Twitter also stands much to gain from visibility the partnership will bring it. NBC will air 1,539 hours of broadcast TV coverage across NBCUniversal-owned stations. NBCOlympics.com will also feature more than 1,000 hours of live coverage.