Media: Massive rise in tweets during London 2012

Twitter has enjoyed significantly higher Olympic-related traffic during London 2012, billed as the first 'social Olympics', than the Beijing Games of four years ago.

Just under 9.7 million tweets about the Olympics were sent during the Opening Ceremony on 27 July, which was 125 times more than on the equivalent day in Beijing when the platform was still in its infancy.

Twitter's role in linking fans with athletes and the Olympics has also been evident, including Bradley Wiggins' gold medal win that drove his follower numbers up 17 per cent in 24 hours.

According to data from Starcom Mediavest Group, the 240,000 tweets sent relating to the cycling time trial peaked at about 12,000 per minute, when Wiggins finished his ride.

This was higher than the number of tweets that were sent during the penalty shootout between England and Italy in the Euro 2012 football tournament in June.

While Twitter traffic has been soaring, the social media platform has also been at the centre of controversy.

There was furore over its deactivation of journalist Guy Adams' Twitter account following a complaint by its commercial partner NBC (later reversed) and the platform being used by a 17-year-old to send abusive tweets to Team GB diver Tom Daley.

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