A look at how P&G succeeded in using social media at the Sochi Olympics. In USA Today. Mostly through preparing the field for competition:
" ... . P&G is leaps and bounds beyond all corporate competitors, with more than 27 million YouTube views through the first seven days of the Winter Games, according to a new study by Kontera, which, at USA TODAY's request, tracked total English-language YouTube views through midday Thursday.
"P&G did a bunch of things right leading into the Games," says Ammiel Kamon, executive vice president of product and marketing at Kontera, a brand insights technology specialist. "Most of all, they've been at it for months." ... '
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