Updates from Twitter, Facebook, LinkedIn and photo-sharing platforms like The Fancy, littered the month of July, a period of heightened online conversation volume, due to the excitement of the 2012 London Olympics and the Presidential race. We also noted the aesthetic and functional changes to LinkedIn that marked the professional network’s sure shift to becoming a content sharing platform, following what many call its “semi-divorce” from Twitter.

Within our highlighted case studies, we observed a range of engagement activations from brands that rewarded consumers with either virtual or physical incentives. Players like Nike, YSL and Diet Coke are increasingly putting the focus on their fans, expanding brand equity with participatory experiences using social media.

Check back in next month for our latest findings and, in the meantime, follow us on Twitter to see what we’re tracking!