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PASADENA, Calif. -- NBC and Facebook will be sharing content on the upcoming Winter Olympics, both hoping to boost interest on what promises to be a big event for social media.

NBC said that it will premiere one of its short Olympic profiles, on the relationship between American speed skater J.R. Celski and rapper Macklemore, on Facebook's site on Thursday.

NBC will offer other content throughout the games through Facebook and its associated site Instagram. The Olympics begin Feb. 6.

It's a mutually beneficial deal. NBC believes social media conversation helps increase viewership, and Facebook wants to establish itself as the place to have those conversations.