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Today’s Note: The Indianapolis Super Bowl’s Social Media Command Center, Debriefed

February 7, 2012

In recent weeks Notes have covered many aspects of Super Bowl XLVI in Indianapolis. One key Note highlighted the fact that the event would be among the first to feature a facility dedicated to making social media an integral part of the community support network. (You can find that post at  Bonus Quick Note: Superbowl to Have a Social Media Command Center on January 23, 2012 ).

That topic was revisited today by in its post “Why the Super Bowl’s Social Media Command Center Scores a Winning Touchdown.” This post, in my opinion, is among the best of the many that discussed the  command center on the internet today.  The site bills it’s post as “An exclusive, in-depth look into the Super Bowl’s first ever social media command center, the folks who ran it, and how the convergence of technology and people created the ultimate online Super Bowl experience.” [All italics are added by me to denote quotes from the featured post. Bold emphasis on this quote is retained from the article.]

The post presents a picture of a fairly organized operation, well practiced and executed:

You would think that, the day before the biggest sporting event of the year, the people in charge of the social media command center would be frantic, running around and putting out last minute fires. So imagine my surprise when I walked in and found it to be quite the opposite. Entering the offices of Raidious — the Indianapolis-based digital communications company behind the social media command center — the air was full of activity, but the mood was quiet and calm… almost, I dare say, serene.

And no wonder…the operation has been in the works for a very long time: “The Super Bowl Host Committee reached out to Raidious for assistance with the committee’s media department over a year and a half ago. Jackson then developed a mission that didn’t compete with the social media or marketing efforts of NFL Enterprises, but to showcase the city of Indianapolis and to create what he calls the “ultimate Super Bowl experience.”” The planning obviously payed off.

This very comprehensive post covers numerous topics in a moderate amount of depth. The key partitions of the story include:

  1. Mission and goals of the Command Center
  2. The various campaigns spearheaded by the Command Center (I found the #social46 initiative particularly interesting)
  3. The tools and technology leveraged by the team, and,
  4. Key metrics monitored  by the Command Center team.

The carefully articulated mission statement of the program was emblematic of a well-orchestrated effort, and the discussion of leveraged technology was a strong one. One of the wrap-up paragraphs does a nice job of summarizing the take-aways: “It’s clear that the efforts of the Social Media Command Center had two overall accomplishments of which everyone involved (the NFL, Raidious, and all the vendors involved) should be proud: 1) provided guidance and generated content for people who attended the Super Bowl in real life, and 2) extended the Super Bowl experience to over 48,000 people in various online communities.

This is a very well written post, which I enjoyed immensely. It is among my favorite of the many that discussed the Command Center. I highly recommend reading this article. For that matter, after perusing the site, I find I can recommend that, as well. Your time will be well spent.

  1. John, thank you so much for your write up of my blog post. A special thank you for the props you gave as to how the piece was actually written. You don’t often receive that kind of feedback! Best ~ Elizabeth

  2. Elizabeth – you’re very welcome. It was a really great piece! John

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