News analysis/blogosphere: Intermedia's best of the web

摘要

London2012 certainly saw a lot of pre-event image building and emphasis on seeing technological involvement as the "Social Olympics". The Opening Ceremony itself tied a love story and mobile phones with Sir Tim Berners-Lee, renowned architect of the World Wide Web and its principal hypertext markup language to make the connection; the relevance of other technological advances such as TCP/IP, email, SMS and even an air interface seemed temporarily forgotten.Nevertheless, few doubt the importance of social media when it comes to global events of this scale. London2012 is definably the first Olympics of the smartphone and iPad age. But the very universality of the social media involvement is set against brands, endorsements, product placement, and exclusive rights. From the brand point of view, overall numbers were impressive.