One of the main goals of the 2012 Olympics sponsors is to engage as many consumers as possible through social media.
Olympic sponsors will spend untold millions of dollars in a desperate attempt to shape, mold and control one thing: consumer use of social media. However, this may be easier said than done, and for these sponsors, the risks of losing are significant.
Nate Elliott, a principal analyst and vice president of Forrester Research, points out that “people use social media to connect …