The Social Olympics, London 2012. #NOT

This Summer Olympics are being touted as the most Social Olympics ever. Faster, Higher, Stronger. Now designed for Likes, Comments, Shares.

Yes, the official Olympic channels are well set up:

There's charming content to drive conversations. More great stories of champions, underdogs, triumphs, heartbreaks, guts and glory will follow in the days to come. 

But actively policing & blocking 20 seconds of a shared highlight  that can spark conversations on your behalf? Come on IOC! 

If the IOC weren't so stifling with copyrights & sponsorships, the Summer Games had the opportunity to be truly participative. Perhaps, we have to wait until Rio.