The United States Olympics Committee (USOC) has launched a fantastic YouTube channel, plenty of stories of American athletes and coaches.

It has four shows:

• Qualified. It follows 17 athletes as they seek to make Olympic squads and confirm their trips to London.
   
• Returning Veterans: Five U.S. military veterans seek to qualify for the Paralympics.
   
• Olympic Coaching Tips: How-to from the pros.
   
• Gold Medal Moments: Backstories of past gold medalists. 

This is a great way to build a digital presence surrounding the 2012 Olympics in London, along with a relaunched website and higher Facebook engagement.

For many organizations and brands the London games are going to be "the first social Olympics."