What NBC Needs To Get About Social Media

Wayde Van Niekerk battles Kirani James and LaShawn Merritt, August 14, 2016, photo by PhotoRun.net

I sure hope that NBC actually reads and listens to people younger than 30 about how to keep them involved with the Olympics. The media world has changed dramatically, and as Zac Neal tells us, if you can dilute 6,855 hours into ten minutes on social media, once a day, then, NBC needs to rethink its story telling approach.

What NBC Needs To Get About Social Media

by Zac Neel

Usain Bolt and Justin Gatlin had just solidified their rematch in the 100-meter final, and LaShawn Merritt was on the warm-up track, ready for his try at gold in the 400m final at 6:00 p.m. PT. An NBC commentator declared that what lay ahead was must-watch-television.

“I’ll tell you what; Netflix may need to wait tonight.”

I respectfully disagree.

Granted it wasn’t Netflix that I had on the TV as I watched NBC’s livestream of the Olympics on my computer, but my attention was not solely focused on the track. I’m not sure it deserved my full attention either. In reality, even football, our most popular sport, is always coupled with social media and fantasy football apps that continually pull viewers away.

So, as much as I love track and field, I can’t give it my undivided. I can’t sit and listen to announcers drone on about what I am seeing in front of my eyes, even if they are adding some insightful input. My millennial mind will not allow it.

However, when South Africa’s Wayde Van Niekerk ran a 43.03 in the 400m final and broke Michael Johnson’s 17-year old world record, I was watching. I was also texting.

When Bolt and Gatlin battled down the straightaway of the 100m final, a race that more than lived up to its hype with Bolt winning his 3rd straight Olympic gold in 9.81, I was following along on the edge of my seat. My phone was also in my hand with a tweet ready to send.

My generation is transitioning away from the nation’s normal viewing habits. We talk, tweet, text and snapchat all at the same time, and are still able to follow along with a sporting event. It is time that NBC’s coverage starts to cater towards that.

An online presence for the Olympics has grown since the opening ceremonies a week ago. 10 minutes on your phone and you can be caught up on all of the highlights and action from the day’s events. If you are unable to sit and give a television broadcast your full attention like I am, here is a list of online content and people to follow that will leave you with all of the information you need.

Notable follows:

Tim Layden (@SITimLayden)
The senior writer for Sports Illustrated, Layden provides experience from the sport that is rarely seen elsewhere.

Marquis Dendy (@CheckTheSky)
2015 NCAA long jump champion and 2016 World Indoor Champion, Dendy claimed the final Olympic spot this year before pulling out due to a lower leg injury. However, that hasn’t kept him away from Twitter. Dendy provides a different perspective on the sport due to his inside knowledge of how the track world works.

Patrick Casey (@patkc13)
Runner for the Oregon Track Club Elite, Casey is a middle distance runner who graduated from the University of Oklahoma and Montana State University. Like Dendy, Casey gives a unique insight to tactics and strategies during races and competition.

Bolt wins 3rd 100m title

Jamaica was happy to see their most famous export make history in his record 3rd 100m victory:

History has been made

Usain Bolt WINS his 3rd consecutive Olympic Men’s 100m title & Jamaica celebrates! #FlowToRio pic.twitter.com/HXbo9tRkOx

— FLOW Jamaica (@FLOWJamaica) August 15, 2016

ESPN caters well to a younger audience, consistently posting memes and short videos. This tweet was fitting:

When they’re trying so hard and they still can’t catch you … pic.twitter.com/SqsBf9fNhO

— ESPN (@espn) August 15, 2016

Layden giving some information you don’t get from the TV broadcast:

Gatlin gets booed in introductions. Bolt gets a roar.

— Tim Layden (@SITimLayden) August 15, 2016

Van Niekerk breaks 17-year old record in 400m victory

Earlier in the night, Jamaica’s Shericka Jackson was surprised by her qualifying time of 49.83 seconds for women’s 400m final. Her reaction was relatable:

My face when I saw the 400m WR pic.twitter.com/KcN2EGsmuy

— wallace spearmon jr (@PrinceSpearmon) August 15, 2016

Apparently, Usain Bolt had a similar reaction to Van Niekerk’s record breaking performance:

Usain Bolt’s reaction to Wayde van Niekerk’s WR 43.03 in the 400m final. #Rio2016 pic.twitter.com/GJIaMLGzIZ

— Stephen Nelson (@Stephen__Nelson) August 15, 2016

Michael Johnson, the previous WR holder, was also impressed:

“Oh my God.”

Michael Johnson’s reaction to his WR being broken by Wayde van Niekerk, on BBC.

— Nick Zaccardi (@nzaccardi) August 15, 2016