{"id":4499,"date":"2026-04-14T09:02:35","date_gmt":"2026-04-14T07:02:35","guid":{"rendered":"https:\/\/webs.uab.cat\/ceo\/redes-sociales-y-movimiento-olimpico\/"},"modified":"2026-05-13T13:17:02","modified_gmt":"2026-05-13T11:17:02","slug":"redes-sociales-y-movimiento-olimpico","status":"publish","type":"post","link":"https:\/\/webs.uab.cat\/ceo\/en\/redes-sociales-y-movimiento-olimpico\/","title":{"rendered":"Social Media and the Olympic Movement"},"content":{"rendered":"\n

In 2010, the CEO\u2011UAB launched a new line of research on social media and the Olympic movement with the research project \u201cSocial Media and the Olympic Movement: Analysis of Social Media, Opportunities and Trends\u201d, funded by the International Olympic Committee (IOC)<\/a>. The project was developed at the CEO\u2011UAB under the direction of Dr. Emilio Fern\u00e1ndez Pe\u00f1a. The research team was composed of Mari Arauz, Ang\u00e9lica Sha and Sandro Garcia.<\/p>\n\n

One of the main objectives of the research was to examine the challenges that social media pose to traditional communication models of sports organizations in the online environment, with particular attention to the presence of the Olympic movement on these platforms and their potential use in promoting Olympic values. To this end, the team produced a map of the main existing social media platforms, an analysis of the presence of various sports initiatives on these networks, as well as initiatives in other fields related to social participation. The study also examined the presence of Olympic movement stakeholders across different social media platforms and the digital strategies of Olympic institutions and sponsors.<\/p>\n\n

The study includes an overview, an analysis and future recommendations for the International Olympic Committee\u2019s strategy regarding social media in particular and social communication media in general. It provides a comprehensive analysis of social media strategies surrounding the Vancouver 2010 Winter Olympic Games and the Singapore 2010 Youth Olympic Games, implemented by key actors of the Olympic family, together with extensive sociodemographic data on social media and monitoring tools for Facebook and Twitter. At the same time, case studies are presented on social media strategies developed by Olympic athletes, the NBA, FC Barcelona, Coca\u2011Cola and Starbucks, FIBA, and other sports federations. La investigaci\u00f3n se cierra con un estudio en profundidad de nuevas tendencias de comunicaci\u00f3n en medios de comunicaci\u00f3n social.<\/p>\n\n

The research concludes with an in\u2011depth study of emerging communication trends in social media. The results of the study provide a diagnosis of the current strategy of the International Olympic Committee, not in isolation, but in relation to its main partners. The recommendations arising from the CEO\u2011UAB study seek to maintain a balance between what, from our perspective, the IOC\u2019s social media strategy currently is and what it should be. This represents a reflective and critical analysis of the advantages and disadvantages of certain decisions, aiming to offer an external contribution to enhance the effectiveness of the dissemination of Olympism, a responsibility that lies with its parent institution: the International Olympic Committee.<\/p>\n\n

Research results<\/h2>\n\n
\"Social<\/figure>
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Social networking and the Olympic Movement: social media analysis, opportunities and trends<\/strong><\/a><\/p>\n\n\n\n

Fern\u00e1ndez Pe\u00f1a, E., Arauz, M., Sha, A., Garc\u00eda, S., & Centre d\u2019Estudis Ol\u00edmpics. (2011). Social networking and the Olympic Movement\u202f: social media analysis, opportunities and trends<\/em>. Barcelona Centre d\u2019Estudis Ol\u00edmpics, Universitat Aut\u00f2noma de Barcelona.<\/p>\n<\/div><\/div>\n\n

Research Group<\/a><\/h2>\n\n