The London Olympic Games was the major global sporting event of 2012 with four million viewers expected for the opening ceremony. Social media now plays a prominent role in TV, and is key for brands, active in social media arenas, to understand how to mobilise the power of social media exposure, utilise it to increase engagement, and affect the legacy of the brand in a positive way. Brands regularly associate themselves with major sporting events around the globe, and these social interactions have the opportunity to affect relationships between the audience and brands to a higher degree than ever before. Through the delivery of successful social media activity around an event, brands can create advocacy for their brand long after the event has finished.
This paper explores the feminine side of the online Eve-olution, employing data from sources including the TNS Digital Life and Mobile Life reports on digital and mobile consumer behaviors and attitudes and Yahoo!'s Connectonomics study of the way women digitally connect with content, functionality and people. Eve-olution helps professionals better understand gender differences in web behavior as well as the unique psychological need states that determine online usage patterns, and how this relates to stimulus receptivity across various online scenarios.