Coca-Cola, British Airways, Adidas Go For Olympic Facebook Sponsor Gold

By Jennifer Moire 

With one week to go before the 2012 Summer Olympic Games in London get underway, blue-chip brands are in overdrive trying to take full advantage of Facebook in their marketing strategies, with Coca-Cola, British Airways, and Adidas now atop the medals podium, according to the real-time social media scoreboard provided by Sociagility and Acknowledgement.

The two firms started measuring brand performance across social media channels for the 25 largest Olympic sponsors exactly 100 days out from the Games, April 18.  Using a proprietary algorithm known as Print, brands are measured based on three categories:  Top performers, highest status, and greatest potential.

Marking a change atop the Socialympics scoreboard, now leading the first two categories is Coca-Cola, with British energy company EDF showing the greatest potential, taking over that spot from UPS.

In exclusive remarks to, Socialgility’s Niall Cook assesses blue-chip brands’ use of Facebook this way:

Facebook is clearly a key element of the London 2012 sponsors’ social strategies, plugging the gap between the broadcast nature of Olympics microsites and the limited opportunities for deeper engagement and storytelling of Twitter.

The London-based firm expects activity to only increase in the run-up to the opening ceremonies July 27.  Sociagility noted that almost every brand has either beefed up its dedicated digital Olympics presence or turned over its existing Twitter accounts, Facebook pages, and YouTube channels to the Games.

Readers: Are you surprised at the extent that brands are leveraging Facebook in their social media strategies for the 2012 Summer Olympics?