The 2012 London Olympics are well underway and while China and the USA lead the medals table, Great Britain has had its most successful Games since it first hosted the event back in 1908. Team GB’s current tally of 22 golds and 48 total medals have surpassed its total at Beijing in 2008, and we still have a week to go. Not bad for a place roughly half the size of California.
Britain’s success aside, what London 2012 might most be remembered for is that this is the first truly social Olympics. Both Twitter and Facebook have seen remarkable growth over the last four years – Twitter has 23 times as many active users as it did in 2008 – and this, alongside the BBC’s world-beating television and online coverage (sorry NBC watchers) has led to an unprecedented level of social conversation.