Engine convened a conference at its London head office to discuss issues around social media.
Topics covered included sponsors' use of social media, Twitter tips for athletes, and Locog's role in helping brands communicate with consumers online.
The event was hosted by Tim Crow, chief executive of Synergy, the sponsorship agency, with a panel made up of key personnel involved in London 2012: Hugh Chambers, chief commercial officer of the British Olympic Association (BOA); Gordon Lott, head of London 2012 partnership and sponsorship, Lloyds TSB; Alex Miller, chief executive of digital agency Jam; Chris Tomlinson, Olympic Long Jumper; and Paul Kelso, chief sports reporter at the Telegraph.
The panel concluded that athletes should be encouraged to tweet during The Games, but any misuse of the network – such as disparaging other Olympians – would result in athletes losing their own credibility.
Video produced by Georgina Brazier and Ben Hall.
This article was first published on marketingmagazine.co.uk