Any search marketing agency will emphasise the crucial role social media networking can play in helping their clients establish an online presence and gain recognition. Nowadays it is commonplace to meet industry contacts, business partners and even friends through social media. And of course, Internet dating has drastically altered the way we make romantic connections as well.

Whereas in the past, you might have found your soulmate when your eyes met across a crowded room, these days it’s far more likely that a pretty profile picture will catch your eye in a crowded chat-room or forum. Naturally, Internet dating websites allow you more control over the way you present yourself than a face-to-face social situation, and a growing number of singles looking for love are choosing the safety and anonymity of Internet dating sites over an evening crammed into a noisy, smoky bar or club.

So, up until about five minutes ago, I had no clue that the Winter Olympics were scheduled to start today. This could be because a) I am not much of a sport follower, let alone a winter sport follower or b) that I have not checked my Twitter/Facebook/other social networking sites too much this week. Sports are not being left behind in a cloud of dust and are turning to social networking to encourage fans to watch and attend games and basically, get involved. But do they need this form of sports advertising or have they been doing just fine until now?