Super Bowl gets social-media command center

Super Bowl XLVI host city Indianapolis has concocted a new way to deal with the madness that comes with managing the world's biggest annual sporting event.
The solution? The Super Bowl's first-ever social media command center.
A team of strategists, analysts and techies will monitor the digital fan conversation via Facebook, Twitter and other platforms from a 2,800-square-foot space downtown. The station was set to open on Monday and run through Super Bowl XLVI on February 5.
The team will tweet directions to fans in search of parking, direct visitors to Indianapolis's best attractions, and stand by to provide information in case of a disaster.
"Social media is just how people interact now," said Taulbee Jackson, CEO of Raidious, the digital marketing agency that the Super Bowl's host committee tapped to manage the communications hub. "We felt it was critical to have some horsepower behind that aspect of the Super Bowl here, versus what you might have seen from other Super Bowls."
Some 150,000 people are expected to flood into downtown Indianapolis -- where the game will be played at Lucas Oil Stadium -- over Super Bowl weekend.
Advanced search tools and analytics will help Jackson and his team identify fans in need of help by indexing key words and phrases. For example, a fan won't need to tweet, "where can I find parking?" to get help; Raidious operatives will be able to pick up on a general phrase such as "parking sucks" to offer assistance.

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