London 2012 has been widely described as ‘the first social media Games’ and the way in which Team GB athletes used Twitter to connect directly with their fans and increase their marketability was almost as interesting as the battles for Gold, Silver and Bronze medals.

To better understand this phenomenon, at Inferno we decided to collaborate with Leaderboarded.com on a study of the Twitter activity of all 337 Team GB athletes who used the site during the duration of the Olympic Games and ranking British Olympians on Twitter ‘popularity’, ‘largest percentage growth’ and ‘talkativeness’ threw up some fun and interesting stats. Read more »