Social media at the Olympics

Social media could prove an effective vehicle during the London Olympic Games in attracting and advertising to a "critical mass audience", according to one sector commentator.

Jerome Touze, co-founder of social networking community website WAYN, said that the travel industry in particular could prove beneficial in the lead-up to 2012.

This was because sites such as Facebook, MySpace and WAYN could all be used for advertising the event to the masses of users, he explained.

"It is about how you integrate advertising in a very bespoke and well-integrated campaign which is done via the community to encourage user-generated content and social interaction," Mr Touze noted.

According to a WAYN survey on potential visitors to the London Olympics in 2012, 52 per cent of respondents thought that London was going to do a good job in keeping them informed about plans and progress.

In addition, 38 per cent said the main factor deterring travellers from visiting London during the Olympics were high costs.

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