True North Media House was the first manifestation of a social media centre at the Olympic Games and it was conceived through radical principles. Without a physical base during the Vancouver 2010 Games and a self-accreditation process where people could print out a template media pass and add their details, it gathered together people around the world to take ownership over media responsibility and reporting.
In the book, we talk about how this happened and what came next. However, to get a glimpse of what took place, watch this clip from the feature film made about this period and many of the people involved, including Prof Andy Miah, who was part of its steering group.
However, it wasn’t the only entity in Vancouver to utilize social media to steer a campaign. The Vancouver Media Co-Operative was another organization, which focused raising awareness about matters of social justice. They were associated with coordinating a number of the acts of protest during and before the Games and we write about how they fit within the new order of media organizations that now function around the Olympics.
The new media organization Flickr was also part of the scene in Vancouver, teaming up with the IOC to establish an official poole of photographs. For this first time, the IOC encouraged people to upload images of athletes and sports to the web.