While NBC saw its largest audience ever for London's Opening Ceremonies last Friday – 40 million U.S. viewers tuning in for the primetime display while 28.7 million watched on Saturday night – there has still been a huge backlash of upset consumers about events not being shown live and difficulties occurring using NBC's online streaming feature, according to Reuters.

On Sunday, Twitter had erupted with complaints and digs at NBC, with hashtags of #NBCfail and #NBCsucks. Even though the network had boasted about its ability to live stream every sport in the Games, viewers discovered that it was necessary to have an account with a cable or satellite tv provider or download an application from NBC.

For example, critics were upset that American swimmer Ryan Lochte's first race – where he won a gold medal – was aired in primetime on tape delay, along with the Opening Ceremonies, and that the U.S. men's basketball team's starting game was aired on a cable network, while women's cycling was on NBC.

Jim Bell, NBC's executive producer of the Games, took notice, though, and responded himself on Twitter to answer questions. With this being the first time that social media and technology is playing a prominent role of Olympics coverage, it is critical for NBC to adequately react, said an Associated Press article. 

Jeff Jarvis, a media critic who writes for the blog Buzzmachine.com, said, "(hash)nbcfail is filled with a lot of crying and snark and humor, but NBC can actually learn something from it."

In the age of social media, businesses and organizations are more likely to hear positive and negative reviews more quickly from their customers. As such, it would be wise to ensure that an up-to-date business continuity plan is in place, ensuring as little backlash as possible.