NFL using “social media command center” to manage Super Bowl chatter


Dubbed the “Super Bowl Social Media Command Center” by Raidious CEO Taulbee Jackson, the Indianapolis digital marketing firm will be handling all communication regarding the Super Bowl with 16 full-time employees and 30 volunteers, mostly journalism students from Butler University, Indiana University-Purdue University Indianapolis and Ball State University. Jackson moved Raidious employees into a brand new office for the event and the employees have provided Super Bowl coverage over social media for 15 hours a day during the past week. This marks the first Super Bowl where the host committee has enabled one single area to manage all social media for the big game.  

CommandCenter2The company is tasked with managing the @superbowl2012 Twitter handle to promote event coverage, reply to fans and Indianapolis visitors in town for Super Bowl XLVI as well as retweet helpful tweets to over 23,000 followers. Employees will also be updating the IndySuperBowl2012 Facebook page with information about getting around the city safely and answering fan questions about the game. Raidious has also opened up a Flickr and YouTube account for the event, but no content has been posted to the feeds at the time of this article. It’s likely that employees will use those feeds to post photos taken around the stadium as well as any video taken during the actual game. However, it’s surprising that the company isn’t promoting popular Super Bowl commercials that have been released before the match up between the Patriots and the Giants starts on Sunday.

Up to this point, Raidious staffers have used the social media feeds to promote great places to eat around Indianapolis, areas where 150,000 visitors can find a place to park and how to get into events like the NFL Experience at the Indiana Convention Center. In an ESPN interview with the Raidious CEO, Jackson stated “We saw a way Indianapolis could take things to next level in terms of how we use social media to deliver a great visitor experience. If they’re online talking about anything about this [Super Bowl experience], we’re able to determine that and respond to them.”


As many visitors from New England and New York started to arrive within Indianapolis this week, employees at the social media command center increased their volume of posts and replies around Wednesday. However, the greatest volume of social media activity is expected to occur during the actual game. During Super Bowl 45 last year, Super Bowl chatter on Twitter increased to 4,064 tweets per second during the fourth quarter of that game. Volunteers using tablets are also going to be outside the command center posting content from the Super Bowl before, during and after the game.

super-bowl-46-crowdsRestaurants in the area are also flexing social media muscles by enrolling in the “Text Times” program. When the hostess at a restaurant sees that there’s less than a 45 minute wait for a table, they can send a text to the social media command center. In turn, the command center can post that information within the feeds or simply relay the info to volunteers in the field. Volunteers can also send questions back to the command center when visitors ask questions about the area. 

While analysts and players have also jumped into the social media fray, celebrities like Jimmy Fallon are also taking advantage of Super Bowl coverage through social media. After moving his late night talk show to Indianapolis’s Hilbert Circle Theatre this week, he’s been tweeting about great restaurants in the area as well as posting pictures of various events around the city. Fans of the show have also been using Twitter to check on the availability of standby tickets as well as look for comments on wait time.

Social Media

Instagram ditches plans for stand-alone Direct messaging app

Instagram is shuttering it's stand-alone messaging app, Direct, after testing it since 2017. While the messaging features remain intact inside Instagram, the separate app will be discontinued in the next few weeks.
Social Media

6 easy ways to archive all of your favorite Instagram videos

Saving Instagram videos should be just as easy as taking a screenshot. So, we've put together a list of the best apps and tools that save your favorite Instagram videos onto your phone or computer.
Social Media

Instagram’s new Explore grid tempts you to open your wallet

Instagram has made some changes to its Explore tab that might tempt you into the occasional shopping spree. It's also planning to add Stories to the grid, mixing them up with the existing photos and videos.
Social Media

Be the master of your own Insta-verse with multiple Instagram accounts

Whether you own a small business or have separate Instagram accounts for your five cats, we'll walk you through the process of switching between your multiple accounts on your Apple or Android devices.
Social Media

A fond farewell to Grumpy Cat, the internet’s most famous feline

We say farewell and fondly remember Grumpy Cat, the internet's famous frowning feline and a genuine sweetheart, who died at the age of seven. Even tempered and tolerant, Grumpy Cat was in real life the opposite of her online persona.

Treat your selfie with one of these 13 apps made to beautify your pics

Selfies might be a phenomenon second only to karaoke, but they're not the easiest thing in the world to create. Thankfully, these awesome selfie apps for Android and iOS will make beautifying your self-portraits easier than capturing them.

Creators of WhatsApp attack software face lawsuit from Amnesty International

This week a spyware attack was launched on WhatsApp. Now the Israeli firm linked to that attack is facing a lawsuit from human rights NGO Amnesty International, alleging their software has been used to surveil human rights defenders.

New York could dish out fines for texting while crossing the street

Do you text on your phone while crossing the street? The dangers of stepping out in front of a car or bus are obvious, but in New York, offenders could soon face a fine of as much as $250, too.
Social Media

Help wanted: British royal family seeks social media wiz to run its accounts

The British royal family is looking for a social media expert to help it communicate its role and activities to the masses. So if you like the idea of having the Queen as your boss, why not throw your hat in the ring?
Social Media

Millions of Instagram influencers reportedly had private data exposed online

As many as 49 million Instagram influencers have reportedly had their private data exposed in an online database that had no password protection. The database was apparently created by a marketing firm and has been taken offline.
Social Media

Twitter co-founder Ev Williams still wants to save the world

Social media is evil, leading to a mental health crisis in Gen Z and a rise in hate speech. But there’s light at the end of the tunnel, says Ev Williams, the co-founder of Twitter. But weaning ourselves off today's social media won't be…
Social Media

Facebook gets a bad rap, former exec says, but we should break it up anyway

The rise of hate speech, the trolling, the comment on Facebook? Not Facebook's fault, says Alex Stamos, the social network's former chief security officer. But the site should still be broken up, he says.

What is Reddit? A beginner’s guide to the front page of the internet

If you spend much time online, you've probably heard of Reddit. Here, we break down the terminology, perks, and inner workings of everyone's favorite social platform. Understanding the "front page of the internet" has never been so easy.

Looking for love or just some fun? Cozy up with the best dating apps of 2019

Everyone knows online dating can be stressful, time-consuming, and downright awful. Check out our top picks for the best dating apps, so you can streamline the process and find the right date, whatever you're looking for.