The United States Olympic Committee is a non-profit organization that serves as both the National Olympic Committee and National Paralympic Committee for the United States. As such, the USOC is responsible for the training, entering and funding of U.S. teams for the Olympic, Paralympic, Youth Olympic, Pan American and ParaPan American Games. As an organization, our mission is to achieve sustained competitive excellence, while simultaneously demonstrating the values of the greater Olympic and Paralympic movement. As stewards of the Olympic movement, we aim to inspire all Americans to do the same. The United States Olympic Committee — or Team USA as it is better known — supports America's elite athletes and rallies Americans behind Team USA and it's values. Our social platforms are a direct reflection of our organization's commitment to excellence.
Team USA's approach to digital communication is to create a celebratory social space where athletes and fans alike can feel right at home. Our social platforms serve as the daily podium where the best of our team and our fans can be put on display. Team USA is always apart of the conversation and constantly encourages fans to do the same. Whether it's smaller niche moments or the Games themselves, Team USA constantly creates creative social chatter. Team USA drives engagement by relying heavily on original graphics, diversified medias and captivating copy.
Fans across the country engaged with and experienced the Sochi 2014 Olympic and Paralympic Winter Games in numbers never seen before, consuming the Games on multiple platforms, interacting with athletes, and setting records for media consumption. Content consumption of the Sochi Games on USOC platforms was 21 percent higher than London 2012 and 250 percent higher than Vancouver 2010. Social media consumption on Team USA channels accounted for approximately 1.01 billion impressions and 1.24 million #TeamUSA mentions. The United States was the most active team participating in social media activity at the Olympic Winter Games, logging 22,598 posts across Facebook, Twitter and Instagram during the Games. Canada and Great Britain followed with 15,716 and 9,867 posts respectively.
Team USA's social efforts create a year-round conversation for two global sporting events that only occur every two years – the Olympic and Paralympic Games. Keeping Team USA fans active and keeping our brand top of mind in between the Games takes creativity, passion and dedication. Our task is to make Team USA relevant 365 days a year. With our sporting schedule, it would be easy to go off the radar for months, even years at a time, but our job is to build excitement and Team USA loyalty on a daily basis.
Team USA's fan base is as diverse as the country itself. Most of our audience can agree on their love for USA, but we are tasked with encouraging them to love Team USA, all its athletes and all Olympic and Paralympic sports on a regular basis. Our fans love specific sports passionately, but our reach of coverage is significantly wider than most fans' interest level. There are 28 summer and 7 winter Olympic sports. There are 22 summer and 5 winter Paralympic sports. If you're keeping track, that's 62 sports that fall under our umbrella – we can't forget to mention that many sports, like skiing and gymnastics have multiple disciplines. When considering the sports, disciplines and athletes that Team USA covers with our digital outreach, we cast a large net into the social space.
As Team USA propels itself into the future, our digital communications have to be sensitive to both the older, lifelong fans, as well as appealing to younger, emerging fans. Each of our platforms has acquired a unique audience, which messages are tailored to accordingly. Team USA is committed to creating high-quality, shareable and impressionable content that will resonate with both our fans and our athletes.
Execution & Tactics
-GIFs & Videos
-Custom Graphics
-Influencer Activation
-Original Hashtags
-Live Coverage
-Articles from TeamUSA.org
-Breaking News
Our continuous social growth since the Sochi 2014 Winter Games is a testament to our fans' appreciation and commitment to the Team USA brand. Since Sochi 2014, Team USA's social has experienced 25% growth in followers and 300% growth in engagement across all platforms.
