I've been trying to do this on a small scale this year through Facebook. Since late winter/early spring I've frequently been posting updates about what's going on in the track world, trying to get people interested in the our athletes BEFORE the Olympics. I'm a big track geek, but the vast majority of my Facebook friends aren't, so I thought it might be a potential way to gather a few new fans.
I haven't had an overwhelming amount of interest from people, but I've received some positive attention and appreciation from some friends, family, and acquaintances who wouldn't normally be interested in the sport. So it's....something, ya know?
I figure we each average a couple hundred Facebook friends give or take. And before someone starts preaching: "Why do you need that many Facebook friends? They aren't really your friends. You just want attention...blah, blah, blah." Just save it. That's not the point. It's a fine medium through which to promote the sport on a more personal level. And if all of us do it....well that's something that doesn't take very long or cost any money and it might actually draw some extra attention to the sport.