From comedian Leslie Jones live tweeting for NBC to swimmer (and now national embarrassment) Ryan Lochte using Snapchat to document his antics—though clearly not all of them—social media got fans closer to the action at the Olympics than ever before. Sponsors of the games got their fair share of buzz, too. Pixability, a video ad platform based in Boston, looked at how sponsors' videos scored across YouTube, Facebook and Instagram. Additionally, Omnicom Media Group examined the impact of social media mentions. "The conversation is always on, before, during and after these events," said OMG's Darrell Jursa. "It makes sense for marketers and advertisers to understand the existing drumbeat of discussion around an event like the Olympics, even if it has nothing to do with a brand."