One of the tough questions for once-a-year sporting events is how to keep the interest going for the rest of the year.

Wimbledon and The Open, for example, are in that position, trying to make sure their fans stay interested the whole year.

Centre Court keeping warm in the dark ❄️#Wimbledon pic.twitter.com/Iypof3QWAf

— Wimbledon (@Wimbledon) December 11, 2017

But it’s even harder for events that don’t take place every year, and which aren’t necessarily part of the sporting calendar until they are actually taking place. Things like the Olympic Games and the World Cup.

It’s unlikely any fan of sport will forget about either of those quadrennial events, nor will anyone forget about Wimbledon and The Open, too. The danger, though, is in keeping the social media accounts relevant to people’s lives when the next games is still three years away.

The Open is able to do this in a smart way: even though we’re about as far away from a tournament as we can be, smack in the middle of winter, there are still qualifying tournaments and storylines evolving. Fans are interested in the qualifying stories of players they may not have heard about yet, and social media coverage and interviews are a great way to raise the profile of some of next year’s unknown participants and also create excitement for the tournament itself, despite the fact it’s months away and we have no idea who’s going to go into it on form.

.@Austinconnelly9 put in a phenomenal performance at Royal Birkdale this year, but can he go even further at The 147th Open at Carnoustie? ⛳️ pic.twitter.com/OFHFzgKDlE

— The Open (@TheOpen) December 12, 2017

This week, though, the Olympic Games took a very different approach.

Although it’s not just months but years until all eyes descend on Tokyo for the 2020 Summer Games, the official Olympic Channel Twitter account is keeping its profile on the platform high by producing original, funny and inspiring content for its fans.

Who knew Olympians could sing? We’re SPEECHLESS!

Prepare to be amazed at #PyeongChang2018

????ON Featuring: @KDTrey5 @usainbolt@MichaelPhelps @MonicaAce93@Mo_Farah @De6rasse@SWevers @simone_manuel pic.twitter.com/HHmAwLQV5h

— Olympic Channel (@olympicchannel) December 12, 2017

It’s becoming the million dollar question for any event that doesn’t happen once a week: just how do you keep people engaged with an event when the phrase ‘out of sight, out of mind’ really seems to apply. The Premier League and the NFL don’t have this problem, but others do. And the diverse solutions are certainly very interesting.