Dubbed the first 'social media Olympics', it appears that it was understood, at least in theory, that London 2012 would not be immune to the popularity of social media. Social media was seen as a whole new way to hard wire the world direct to the happenings on the court, field and pool.
In spite of this, I don't think anyone was prepared for the huge role social media would play during the Games. Least of all, the International Olympic Committee (IOC)!
It was evident within the first few days of the Games that the IOC had failed to 'get' social media, how it is used and its growing importance in feeding the conversation in both on- and off-line worlds.