Tag Archives: social media

Opinion: IOC, sponsors have hijacked social media via Vancouver Sun

NOTE: Former VANOC communications chief Graeme Menzies shared his opinions about IOC’s constantly changing policy of controlling social media content (both from athletes and citizens) on behalf of rights holders and sponsors and, (often) against wishes and rights of locals.

Article shared below for posterity along with comment for your perusal. Comment written/posted just after the opening of Rio 2016 Olympics.

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Opinion: IOC, sponsors have hijacked social media | Vancouver Sun by Graeme Menzies, June 30, 2016

As the 2016 Summer Olympic Games rapidly approach, sports fans across the globe will use social media to observe and participate.

As the 2016 Summer Olympic Games rapidly approach, sports fans in Rio and across the globe will use social media to observe and participate in the experience.  It promises to be, in the words of brand marketing executive Brian Yamada the “largest social media event ever.”

He’s half right. What it’s really going to be is the most branded social media event ever.

Maybe also the most profitable for media moguls.

Perhaps it was inevitable, but I’m nevertheless disappointed that the IOC and all its corporate and media sponsors have hijacked social media for their own purposes.

It certainly didn’t start off this way.

Back in the months leading up to the Vancouver 2010 Olympics — what would eventually become the world’s first social media Games — people had the idea that social media was “the people’s media.” Part of the thrill and promise of social media at that time was that anyone could publish without approval of editors, gatekeepers, or censors.

Everyone could be a reporter. Everyone could express an opinion.

The whole notion of “official media accreditation” was challenged. Some social media activists rejected the officially-sanctioned rules and roles of media participation in Olympic events, and created the True North Media House — a voluntary, self-accrediting cohort of non-tradition citizen-reporters. There was also the W2 Culture + Media House, an alternative media centre located in the Downtown Eastside, which aimed to create a place where both traditional and non-traditional media could merge and meet for mutual gain.

Social media at this time offered a potent, exciting, new way for people outside the IOC family to engage in the Games and to share their views and experiences with each other and the world.

There was a sense that power, and a voice, had been returned to the people. And there was a dream that the sport event audience could become more than traditional observers and consumers of organizational and corporate narratives … that the audience could in fact be co-creators of the event and help define the media narrative.

Oh how innocent we all were.

Things have not unfolded as we hoped they would. The IOC has moved from passive social media observer to dominant social media player. In 2009 they were content to watch the local organizing committee launch the first official social channels. Today local organizing committees take a back seat to the Olympic giant: the @Rio2016 Twitter handle has a mere 295K Followers compared to @Olympics 3.5M

Unsatisfied with dominance over mere organizing committees, the IOC also engages global brand marketing agency VML to actively promote the Olympic movement and help with their social media strategy.

The IOC’s controlling hand extends to persons not on their payroll: during the period of the Games, and especially while on official venues, all athletes and accredited persons must adhere to the IOC’s social media guidelines. Live-streaming applications like Periscope are prohibited inside Olympic venues.

Mainstream media corporations are also getting in on the action, eager to turn sports fans into revenue streams. Comcast has made a deal with Snapchat to broadcast highlights from the Rio Olympics on the NBC Rio Olympic channel on the Snapchat Discover platform. The media giant is also talking with Facebook and Twitter about similar deals. Reports say Comcast has already scored a billion dollars in national advertising sales for the Rio Olympic Games.

Its all big business now. The citizen-reporter, the alternative media centres, are no more.

Sadly, the opportunity for regular sports fans to meaningfully shape the event narrative is weaker now than it was six years ago. We didn’t know it at the time, but that was as open, unfettered, and non-commercial as an Olympic social media experience was ever going to get.

Graeme Menzies is an international youth marketing professional, and frequent writer on sports and cultural topics.

Source: Opinion: IOC, sponsors have hijacked social media | Vancouver Sun

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Comment from Dave Olson:

Since Graeme published this article, I’ve wanted to write a appropriate response but, realized that the story of “Olympics and the social media” is almost gone.

It also occurs to me that it doesn’t matter to the IOC who are in the business of hamstringing cities into debt under the guise of utopian amateurism and sport.

Indeed, Vancouver will go down not only as the high point of participatory journalism but maybe as the “last reasonable Olympics” (despite the endless snide comments from foreign media who derided the games as not quite glamorous enough for their fickle tastes).

Each Games is preceded with a barrage of negative news pointing at the organizational foibles and these stories often overshadow the social justice and civil rights issues which locals pound the drum about eager for a voice at the table. Then, inevitably, everyone rolls their eyes at the cost and complaints, until the Games begin and then, through an odd sense of quasi-patriotism (jingoism) and excitement of seeing the youthful athletes making maximum efforts, the negative stories recede after the events end.

The media decamp before the Paralympics begin, the clean up crews deconstruct the endless white tents, and the agencies/countries hosting the hospitality houses count their impact. Then, the various levels of governments figure out the wreckage and the long term impact to the region.

While Olympics are catalyst to create infrastructure (which often should be built anyhow), the social justice issues which were raised before fade as quickly as the black SUVs disappear.

The stories of crippling debt from Montreal to Athens, and the excess and hubris of Beijing and Sochi, leave a sour taste in the most ardent sports fans’ mouth. And now Brasil is next in line to suffer the indignity and abject loss which is part and parcel to an event which is really only bid upon by cities with enough money that the fallout doesn’t matter.

Some folks put forth that the Olympics should rotate around 6 venues or build a special venue to be used each time, but these miss the point… the Olympics are a 2 week+ TV commercial for the host city, and a windfall of contracts for specialized companies to build and organize the events, and another 4 years of junkets for the IOC and their elite sponsors in thuggery. Its just not fun for the regulars.

Keep in mind, from Nagano onwards, i’ve actively contributed content (pod, blogs, snaps etc) to the commentary and dialogue, and did so from a point of view which accepted the Olympics at face value and as “inevitable, so let’s make sure the unknown stories are told” point of view. My efforts included wrangling the True North Media House campaign which resulted in social content produced by hundreds of amateurs on their own to a quantity and variety which eclipsed anything VANOC, IOC or the various protest groups managed. We did the whole campaign for about $15 ($50 if you include beer).

Now, i’m just worn out of seeing cities buy into the scheme and the athletes used as tools for profits of endless parade of acronyms of various sports associations and authorities that, despite legions of bureaucrats, still cannot provide a clean, fair games. Seeing athletes in one sport struggle for any support while across the way, millionaires line up in the “spirit of sport” … just makes no sense how it makes no sense.

Digressions aside, back to the original point about social media: IOC has changed positions and enforcement each Games… both in terms of what athletes and teams can post, but also what spectators, and even regular people living in the host city, can share without evoking the wrath of lawyers. As a result, the story is not complete (the TV networks sure don’t tell it) and the issues which were critical before the Games, vanish afterwards.

The IOC is adding “youth-ish” sports to the games to remain relevant for future generations but they again, miss the point and the zeitgeist of youth and the way communication occurs in contemporary context. But i also realize the TV rights fees and sponsors money keeps increasing which is the IOC’s real game – the sports are just a product to market.

Thanks anyway IOC, but i’m not interested anymore. Go amateur athletes (!) go far somewhere where you are treated fairly and compete on a level playing field which is clearly not the Olympics forte (or purpose).

NOTE: I first met Mr. Menzies (the author of the article) when he was obliged to reply to my offer (on behalf of Alternative/Independent media makers) of assistance, coupled with insistence in being included in an event which impacted our city and tax bills.

More: 

  1. True North Media House Olympics and Social Media
  2. Partial archive of the Olympic and media-related communiques
  3. More video content http://ow.ly/WET4302ZV1f
  4. Mr. Menzies’s dossier: http://ow.ly/arRy302ZV2G

Internet Has a Short Memory – Artifacts from #SMCamp 2016

Creative Social Publicity and Promotion – SFU, 2016

sfu-class

From time to time, I visit various classes associated with B.C.’s Simon Fraser University’s fine publishing program under the stewardship of Suzanne Norman. This time around, the class was something about personal publicity and brand building. As such, I share anecdotes gleaned from Hootsuite and dozens of other personal social and community projects from over the years of activism, media outreach and marketing.

Download Creative Social Publicity and Promotion – SFU (1:56, 80MB, .mp3)

More: Roundup of artifacts from Creative Social Publicity and Promotion at SFU

Travel Media Assoc of Canada Social Storytime – Roundup

#CMStory Live Interview with Dave Olson – Roundup

“Find Your Journey” Spiel at Capilano Changemakers – Roundup

“Navigating New Territory” – More from #SOMET12

November’s #SoMeT12 – a symposium about Social Media in the Tourism industry – held in El Paso, Texas does seem like ages ago now. But every so often – like now, just getting back into the swing of things in Vancouver and dealing with the unenviable task of sorting through hundreds of emails in my inbox – something pops up from the past.

I had a great time speaking to delegates representing many countries, regions, cities and so on at #SoMeT12 and it was great to find myself quoted in a story about all things SoMeT.

Here’s an excerpt:

Dave Olson, vice president of community at HootSuite, ended his presentation about building an impassioned and actively supportive community around a brand or destination by asking the question, “How do you measure happiness?” On the surface, it seems a flip remark for a serious business to consider, but most businesses know that a happy customer is a returning customer. Just as most meeting planners know that a happy conference community keeps attendees coming back.

For the full post, checkout Rob Hodge’s article Navigating New Territories in Connect magazine.

Generation Social Screening at Alamo Drafthouse at #SxSW 2012 – Roundup

Community Manager’s Day at Hootsuite – Roundup

Music, Apps, International, Elections – Tonya Hall Radio, 2012

I was a guest on The Tonya Hall Radio Show, which airs in Colorado every weekday, to discuss the HootSuite story as per the tagline “Embracing the power of Social Media.”

Specifically, we chatted about  unique views on the US 2012 election, international growth, new apps and music.

Download Dave Olson on Tonya Hall Radio podcast or listen onboard: (52:00, 25MB, .mp3)

Note: cross-posted here for posterity