USA Track & Field's (USATF) social media objectives during the ten days of 2016 Olympic Games' athletics events (August 12 – 21) was to increase followers and engagement on Twitter, Instagram & Facebook through both organic and paid posts. The goal was to increase following by 5 percent, increase impressions by 100 percent, and increase engagements by 500 percent.
Most successfully, USATF developed and implemented a strategic Facebook (@USATFfans) campaign to boost metrics and expand the organization's relevance and reach, capitalizing on the positive momentum surrounding Team USA.
- All potential medalists were identified and graphics created for each medal position (over 100 graphics in total)
- Graphics were posted to social media within seconds of crossing the finish, utilizing the slight TV delay to announce medalists in real time
- The potential for a podium sweep in the women's hurdles was acknowledged early in the Games and allowed for both medal graphics and sweep graphics to be created and scheduled a week in advance
- Gathered athlete quotes onsite in Rio to incorporate into posts on social media and USATF.org
- Averaged 6 posts per day to create a consistent flow of timely information, maintain USATF's reputation as the official place for Team USA Track & Field
- Utilized unique-to-Facebook capabilities such as Facebook Live (via NBC Olympics) and 360-degrees views
- Nearly 31,000 new fans (+7.5%)
- Over 19 million impressions (+532.5%)
- Increase of 495,644 engagements (+1,322.1%)
*Metrics via Sprout Social (see separate report)
