FILE - In this Thursday, Aug. 2, 2012 file photo, U.S. gymnast Gabrielle Douglas performs on the balance beam during the artistic gymnastics women's individual all-around competition at the 2012 Summer Olympics, in London. Douglas won the all-around competition. The London Olympics may well be remembered as the event that drove home the power of social media, partly to the chagrin but mostly to the benefit of NBC, which controlled images of the games in the United States. Facebook saw the number of fans of Olympic athletes soar: American gymnast Douglas had 14,358 followers on July 27 and 540,174 less than two weeks later. Many factors surely drove interest, like compelling competition and the amount of coverage available on TV and online. (AP Photo/Gregory Bull, File)

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