How do you prioritize the different functions of your Twitter account's role?
It differs between what we class as Games time and non-Games time. The majority of the time, as a brand, we’re not in event mode, so outside of Games time, we prioritize trying to be the voice of Olympic sport, celebrating successes and medals, as well as athlete stories and how they're preparing for the next major event. It’s almost a collective newsfeed that no one else can do like us because of our position and perhaps our reach as well.
During Games time, that changes because, particularly on Twitter, rather than becoming the first screen for Olympic news, we become the second screen because it's wall-to-wall coverage on TV, in every newspaper, and on radio stations. That’s when you have the chance to be more creative, because as the second screen, you don’t have to work as hard to get news across so you can play around with medals. Equally you can be more creative with other content that you create, like working with athletes or having conversations with fans. Outside of Games time, that isn't really feasible for us, as we're trying to just drive awareness of the news, whereas during Games time, we are the news.
Time for a quick-fire round:
Throwing friendly shade at other account: yay or nay?
For us, it's a big no. It’s fun in other industries, but the Olympics world is slightly different. We try to see the bigger picture with it, and it's about respecting the destination of the countries and promoting the Games as a whole. I don’t dislike it across the board, but this summer, [the focus is] on positivity and respect.
Including more than one hashtag: yay or nay?
Don't like it, but sometimes have to do it.
Using emoji to replace words: yay or nay?
Never, but using them in addition to words is encouraged.