Number of Sochi Tweets approach 9 million as sentiment shifts

Paris, 14 February 2014 – The 2014 Sochi Winter Olympics are in full swing – to date in February over 8.6 million tweets have been sent globally regarding the Games, according to Repucom’s digital services.

Spikes of interest around the opening ceremony and subsequent events show the dramatic increase in online chatter. Globally, the day of the opening ceremony generated 1.48 million tweets whilst the first day of the events generated slightly fewer Tweets at 1.41 million.

Repucom searched Twitter traffic, analyzing key words such as Sochi, Sochi2014, Winter Games, Winter Olympics, as well as the specific sports the athletes are competing in.

Since the beginning of February, in France there have been 86,571 tweets sent but it is the content of these mentions and discussions which is perhaps most interesting.

Managing Director, France Repucom, Pierre-Emmanuel Davin commented, “Social media and in this case more specifically, Twitter, allows us to monitor, quantify and qualify social discourse in a new and meaningful way. Sochi as an example offers us a glimpse into how conversation changes among a population and how the tone can shift during an event.

“It is not necessarily the quantity of Tweets but the sentiment of this social interaction which makes Sochi stand out. Buzz prior to the games revolved around the political landscape vs the actual athletes and events. It will be reassuring for sponsors and organizers alike to confirm that the sports and events of the 2014 Winter Olympic Games are now being the most discussed topics.”

“It is useful to think of the digital sphere in this way not so much a ‘digital revolution’ but a ‘fan revolution’. We are seeing a reversal of the asymmetry of power between rights holders, brands and fans as a result”.


The Repucom Sochi Hub is now live, to read the latest news and insights as well as to see which athletes perform best in the eyes of the fan, click here and follow #repucomsochi on Twitter.

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