Challenge
To provide the Association of National Olympic Committees (ANOC) visibility of the current social performance, resources, and challenges of all 206 National Olympic Committees (NOCs) and to create a benchmark for measuring the impact of future programmes.
Solution
• Undertook the largest ever social media audit of NOCs, including analysis of over 550 social media handles, to understand which social media channels they use
• Analysed all NOCs through social media monitoring tools, a custom-built survey and priority technology
• Sent a multi-lingual survey, completed by 137 NOCs, to investigate the resources, strategies and challenges NOCs face on social media
• Provided more context into performance (NOCs grouped by social media size and external factors, including population size, internet penetration, and Olympians)
• Translated and evaluated all survey responses to understand the landscape of NOC digital and communication teams
Results
• Production of a best practice audit sent to to every NOC
• Presentation of key findings to ANOC Marketing Commission (since uploaded to its website and resulting in coverage from media publications and NOCs)
• Actionable insights into NOC social media performance and factors for success
• Database and measurement framework for future NOC social media performance benchmarking: this established pre-Olympic NOC social media benchmarks