Rings Some of the major television advertisers of the 2010 Olympic and Paralympic Winter Games touted their plans to utilize the occasion to launch significant social media efforts. Though I find myself looking hard to find it. There is for certain great creativity among the ads including a thank you to the moms behind the athletes; social awareness campaign for Haiti; health and wellness initiatives; and sharing the food, drink and products used by Team USA athletes. But for the most part, it continues as one-way communication.

I recently posted applauding the effective use of social interaction with its audience by the E! Network during the Golden Globe Awards Red Carpet show. The key element used by them is the same one lacking by some of the major Olympic TV advertisers - engagement. I've watched the Olympics every day since the opening ceremonies. I have yet to be compelled by one of the TV spots to get up and fan the brand on Facebook, watch an online video, follow them on Twitter or include them in a Twitter list. I have yet to recognize what if any action it is they want me to take, because the ask is either overly ambiguous or not compelling enough.

When boasting a significant social media play, just like with the athletes you raise the bar, great things are expected. It is not a complete wipeout, certainly there are some effective social media tactics taking place. One of the companies has over 85k fans on Facebook and on a single post shortly after the start of the games received interaction from more than 1% of those fans. There is however a huge missed opportunity when the conversation or action stops there. What's next? Is there a reason for me to come back tomorrow? Is there something I can do while I'm here to get me to continue following you after the Olympics? Some of the TV ads only include the URL at the end of the ad without a purpose for going there.

In the end (unlike the awesome Shaun White ride in the men's halfpipe last night!) I'm left wanting more.