With 150 million tweets across 16 days, and 80,000 a minute when Usain Bolt won his 200 meters title, plus 1 billion official page impressions on Facebook, the London 2012 Olympics was crowned as the "first social media Games."
But what impact will Sochi's Winter Olympics have next February?
Will Vladimir Putin's grand plan to transform an ailing region, using sport to make a bold statement of intent -- as China did with its Olympics in 2008 and Qatar hopes to do with soccer's World Cup in 2020 -- be derailed by increasingly web savvy activist groups?
The Winter Olympics traditionally lacks the superstar athletes who can match Bolt's worldwide appeal, and the scope of its sports is smaller in size as well as profile.
However, Russia's first hosting of the four-yearly competition has already drawn global attention.
There have been howls of protest at the country's new so-called anti-gay legislation and raised eyebrows at the colossal $50 billion (and rising) cost of turning a faded Black Sea resort into a high-tech host venue.
The world is waiting to see how Russia, and the International Olympic Committee, will cope with potential contraventions of rules and regulations designed to protect a wide range of interests from political to the commercial -- the main conduit of which is expected to be social media.
"The 2014 Games are likely to be very tightly policed," says sports business expert Simon Chadwick, "because of the way in which the IOC tries to protect its commercial partners, but also potentially because of the way in which the Russian government will seek to minimize dissent and the threats posed by, for example, sponsorship ambushers.
"Vancouver 2010 showed how vigilant the authorities can be in policing the Games, and one would expect to see comparable levels of vigilance being exercised in Sochi too."
A new code
That view is shared by Nikolay Peshin, Pro-Rector for Research at the newly-inaugurated Russian International Olympic University in Sochi.
"Social networks can act as one, but I think the organizers of the Games, and the government and international organizations, will do everything to preserve the atmosphere of the sports festival," he told CNN.
"Last year, the IOC issued a 'code of behavior in social networks and the internet' for athletes. And just five years ago there were no such rules. It means that the IOC is trying to keep up with the rapidly evolving media landscape and to protect itself," adds Peshin, whose university is helping to train Sochi staff for the Games.
Russia has already had a taste of how hard it is to control an Internet phenomenon.
When two of its female athletes were pictured kissing on the podium at last month's world track and field championships in Moscow -- apparently in defiance of the Kremlin's legislation banning "propaganda of nontraditional sexual relations to minors" -- the image went viral on the web.
Despite protests from the athletes themselves, and video evidence clearly showing the photo was a distortion of what was, in reality, a brief peck on the cheek, its spread could not be contained.
Lessons from London?
As well as the sporting highs, London 2012 also had its controversies -- with critics targeting security issues, cost over-runs, ticketing fiascos, empty seats, problems with national flags and a debate over the merits of a memorial for the 1972 Munich massacre.
"There were guerrilla theater productions, staged to mock the sponsors' involvement with the Olympic cultural program," says journalist and academic Andy Miah, who will be covering his eighth Olympics at Sochi.
"There were fake websites that looked exactly like the organizing committee's website. There were even t-shirts with 'official protester' written on them, using the logo of London 2012. Each of these campaigns had a life online first and this is the sort of approach we can expect from protesters with limited resources."
Sochi, in terms of its online presence at least, "will punch beyond its weight" according to Miah -- who says the 2014 organizers are already ahead of the British capital with their social media strategies.
"Their CEO, Dmitry Chernyshenko, has been active on Twitter since very early on -- he even has one account in English and another in Russian," Miah told CNN.
"His equivalent at London 2012, Seb Coe, was not engaged at all and this really affected how London's assets were syndicated. His account was followed by thousands of people, but nearly nothing was shared.
"His account could have given much-needed visibility to some of the less well-known parts of the Olympic program. It was really a lost opportunity."
Nonetheless, the IOC expects to build on the higher social media profile that London provided.