By Gary Anderson

November 20 - Oracle has been chosen to help deliver social media communication for Trentino 2013 © Getty Images Trentino 2013 today announced it will use cloud applications provided by technology firm Oracle to manage its communication activities across all forms of social media during next month's Winter Universiade Games.

The American multinational corporation will become the official technical sponsor of the Games and organisers say they will use its Oracle Social Cloud application to monitor social network interactions surrounding the event, as well as initiate engaging social marketing tactics connected to the Games, due to run from December 11 to 21.

Trentino 2013 claim they want to use social media to foster its relationship with the young athletes and fans who will be present at the Games and are focussing on using Facebook, Twitter and YouTube as the main sources of interaction.

Trento-based digital agency Real Web, will monitor and manage social media platforms, and according to Games organisers, will form a technical collaboration with Oracle to gain access to a unified and comprehensive cloud platform for the complete management of its social initiatives.

This collaboration will provide essential listening, publishing, engagement, analytics and content creation capabilities allowing for the development and publication of content across the various social media channels in 31 languages.

"Social media is profoundly modifying the way people live and the way each of us participates in live events, whether it's for sport, for show, or even for business," said Giovanni Ravasio, applications country leader of Oracle Italia

"The Organising Committee of the 2013 Winter Universiade in Trentino is well aware of this phenomenon, which is why it has positioned social media at the centre of its communication system.

"We at Oracle are glad to support such an important sporting event with our cloud applications for social media management.

"Effective social media management will undoubtedly enrich the entire event and make it a more engaging experience for athletes and enthusiasts alike."

Trentino 2013 organisers say they want to monitor social network interaction around the Winter Universiade in order to develop and create relevant content © AFP/Getty ImagesTrentino 2013 organisers say they want to monitor social network interaction around the Winter Universiade in order to develop and create relevant content © AFP/Getty Images

Earlier this year, Trentino 2013 revealed plans to create four mobile device applications aimed at making the Universiade more accessible online for both athletes and fans.

The Trentino 2013 app will provide up-to-date information on competitions taking place across the ten days of action as well as providing users with a platform for sharing media content such as photos, videos and posts via social media networks.

The Trentino Accessible app aims to provide disabled spectators and fans with information on accessibility to over 1,500 buildings in and around the Trentino region as well as to around 250 Universiade sites and events that will be in use during the Games.

The "Athlete Tab" app will allow competitors to interact and communicate in a unique online space, while a Smart Campus app will also be available for the 1,500 volunteers working during the Games, providing them with scheduling and events information, details of meetings and relevant contacts along with an internal communications system.

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Trentino 2013 launches Winter Universiade apps