Twitter and NBCUniversal have teamed up to bring Olympic coverage and social conversation to viewers everywhere. During the games, Twitter is using its Olympics events page to highlight insiders’ views, and to encourage people to watch NBC’s on-air and online coverage. With the partnership, Twitter hopes to use the Olympics as a launch pad into a more sustainable business model, as social-media analysis firm Trendrr told the Wall Street Journal that Twitter currently accounts for an average of 3/4 of the “social activity” around broadcast TV programs, compared to the 16% held by Facebook.
Twitter has courted companies to buy ads to spread their Olympics marketing messages. The International Olympic Committee said well over 1,000 current and former Olympians are using Twitter or Facebook for the Games, spurring conversations among fans, athletes, and rivals. Twitter hopes to use this coverage to increase their audience and generate a larger advertising revenue.