Twitter employees "will spend 20 hours a day to help corral millions of Twitter messages from Olympic athletes, their families, fans and NBC television personalities into a single page on Twitter.com," reports The Wall St. Journal, adding, "Twitter’s Olympics hub, part of a partnership between the San Francisco company and Comcast Corp.’s NBCUniversal that will be announced as early as Monday [July 24, 2012], is one of the first times Twitter will serve as an official narrator for a live event. NBC will tout the website with on-air promotions and links to athlete interviews or video clips."  [Note: the WSJ is behind a firewall and may ask you to pay to see its story.]

The story continues, "With the partnership, Twitter hopes to use the Olympics as a launch pad into a more sustainable business….[E]xecutives want the six-year-old service to find a larger audience, especially amid doubts about Twitter’s ability to become a serious money maker."

The article adds, "NBC said no money is changing hands in its Twitter partnership and that it won’t share in revenue from ads that Twitter is selling to Olympics sponsors for its Games website. Brands such as General Electric Co.and Procter & Gamble Co already have bought ads on Twitter to promote their association with the Olympics."