By David Barrett, Director at Picpr

According to research from digital agencies iProspect and Carat, a massive 97% of all online ‘conversations’ during the Olympic opening ceremony took place on Twitter.

Since Danny Boyle’s spectacular opener, Twitter has been a central part of many breaking stories during the last two weeks, I don’t think anybody predicted the extent to which it would act as the main news source for broadcasters and the printed press - where direct quotes & pictures were used from Twitter constantly to explain what was happening around the Games.

Twitter themselves announced that there were a whopping 150 million Olympics related tweets over the two weeks with Usain Bolt being the most talked about athlete of the Games and the Spice Girls setting a new Olympic record for inspiring 116,000 tweets per minute during the closing ceremony on Sunday.

One of the main stories to emerge from the Twittersphere was related to NBC’s decision to air top events on a tape delay. One problem, we now live in a world where news travels around the globe in seconds, so there is no way to keep event results a secret, especially when the president of your country is tweeting and congratulating one of your top athletes for breaking the all-time Olympic medal record! From this the hashtag #NBCfail was born, which has been trending worldwide regularly, resulting in masses of negative tweets about the TV network.

So, my point? Well, more and more people are using Twitter to get their information from. It is fast becoming the serious player in delivering news. As a business tool, they’ll be a number of people and companies who you are trying to reach who will be on Twitter. So it’s vital that you are on their too, and that you are interacting with them.

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