By Dave Finn (@DFinn0711)
We all know how quickly social media has changed the way information is shared and consumed. Twitter, Facebook, Google+ and all the rest transcend boundaries and are now used as key outlets for foreign governments, Major League Soccer teams, media publications, school districts and everything in between. Simply put, social media provides individuals and organizations a microphone that projects their voices across the globe.
The host committee of Super Bowl XLVI in Indianapolis is the latest example of an organization using social media to consolidate and project its voice and the information it has to share. Raidious, an Indy-based digital marketing firm, has put together a team to manage all Super Bowl-related social media activity. With at least 70,000 fans in town to watch Giants-Patriots at Lucas Oil Stadium yesterday and thousands more in the area to enjoy Super Bowl Week festivities, the team’s mission was simple: get the important event information out efficiently.
This was Indianapolis’ first crack at hosting a Super Bowl – and as far as I know, Indy isn’t a popular tourist attraction – so it’s likely that most visitors to the city knew absolutely nothing about it.
That’s where the social media team came in.
In addition to monitoring key words and trends contained in the countless number of Super Bowl game-related tweets, the team used social media platforms to share parking, ticket, event and facility information as well as directions to restaurants and bars, complete with drink deals.
Downtown Indianapolis’ layout is very condensed, so traffic was a nightmare all week. But the social media team didn’t let that fall through the cracks. On Friday, @SuperBowl2012, the team’s official Twitter handle, responded to an Indianapolite (Indianapolan? Indianapoler?) complaining about the gridlock:
Because of the social media team’s efforts, visitors to the capitol of Indiana experienced one-stop shopping for all relevant logistical information – and that’s the key. This brand new effort by the Indianapolis host committee demonstrates social media’s ability to unify a variety of different information in one place. The people running Super Bowl XLVI’s festivities certainly had a lot to say, but social media platforms afforded them one voice with which to say it.
With so much to do and see for fans during Super Bowl Week, this new age task force did its best to minimize aggravation and maximize the enjoyment of one of America’s biggest spectacles. They did it by using social media.
By many accounts, Super Bowl XLVI in Indianapolis was a huge success. And to think we’ve barely talked about the football game.