11:55AM February 20 2014
With the Sochi 2014 Winter Olympics drawing to a close this weekend, we thought it would be interesting to take a look at some of the social conversation around the games over the last couple of weeks.
Salesforce ExactTarget Marketing Cloud has been running a useful infographic which updates live with the latest stats for social conversations. Mentions to date? 3,387,345. Currently trending? Predictably, ‘team’, ‘olympic’ and ‘russia’.
‘Pussy’, a rather less expected inclusion, appears as a result of the recent altercation between punk group Pussy Riot and Cossack militia, and it can’t be denied that the games have widely been the topic of social conversation for reasons other than sport this time.
Organisational issues at the beginning of the games made #sochiproblems a top trending topic, with @sochiproblems garnering more traction with its 339k followers than the official @Sochi2014 profile managed with its comparative 266k followers.
The ongoing criticism of Russia’s anti-gay laws has been one of the most virulent conversations with various brands getting involved and demonstrating their support of gay rights in their own way. Some of our favourites include Channel 4’s Gay Mountain, Google’s rainbow doodle and the Canadian Institute of Diversity and Inclusion’s TV ad.
Although this is an undeniably important issue, it’s a shame that the athletes’ years and years of dedication and subsequent achievements have become a secondary conversation for some and it was good to see the likes of @adidasUK tweeting their congratulations to Jenny Jones, the winner of Team GB’s first medal of the Sochi 2014 Winter Olympics and the country’s first ever on snow. History maker, indeed.
Of course, it’s inevitable that the controversial issues are going to be the ones that drive volume of conversation; it’s always been that way. But we’re going to finish with a nod to the inspirational 15-year old Russian figure skater, Yulia Lipnitskaya, who astounded viewers worldwide with this incredible routine. Let’s hope that Sochi 2014 is remembered as much for moments like this.