According to research from Interpublic Group's Momentum and social media monitor Radian6, the Olympics were a real social conversation starter.

Across the social media universe of Facebook, Twitter, YouTube, Google+ and other online social media hubs, the overall sentiment towards the London 2012 Olympics was favourable.

The research found that just over two-thirds - 68 per cent - of Olympic-related commentary was positive, while 32 per cent was negative.

Among Olympic sponsors McDonald's, a worldwide Olympic partner, was the most talked about brand with a total a 24 per cent share of comments made about the chain.

However, the research does not show the sentiment behind the comments made about the brand, although it did report that many comments questioned the appropriateness of a fast food outfit being a major sponsor of a huge sports event.

A typical McDonald's comment cited by the study was: "I still don't see why McDonalds is promoting the Olympics when it's the worst food for you out there."

Interestingly, another social media study conducted earlier by MediaCom Sport reported that during the first week of the Games, McDonald's ranked last – of the 25 brands it covered – in terms of positive commentary.

A screen grab of Cadbury's Google+ page which gained 200,000 more fans during the London 2012 Summer Olympic Games

British Airways, a London 2012 Olympic Tier One partner, was the second most commented on Olympic sponsor with worldwide Olympic partner Coca-Cola being the third.

According to the research, Coca-Cola did not receive as many negative comments as McDonald's.

Cadbury, a London 2012 Olympic supporter, dominated Games conversation on Google+, gaining 200,000 new fans during the London 2012 period.

Their Google+ presence is now three times larger than the official London 2012 channel.

Cadbury London 2012's social media and community manager Jerry Daykin says that making a connection between people and the Games is a vital tool for brands like them.

"Our association with London 2012 has given us a voice in a conversation everyone wants to be part of," he said.

"It has allowed us to be the connection between many millions of people and the Games themselves.

"Our aim, both online and offline, was to use our sponsorship to bring the Games to the nation.

"Social networks are a place to talk about friends, family and the things that interest you – for an event which interests the nation in such a powerful way, being a sponsor has allowed us to remain meaningful and relevant."

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