Breaking down the Social… er, I mean Super Bowl.

It’s the most wonderful time of the year if you are a football fan (sorry, college football bowl season doesn’t compare). Feb. 5, 2012 will see the New York Football Giants go up against the New England Patriots in Super Bowl XLVI. The game itself is such a huge event that people plan for even if your team isn’t in it.

I’m a tad (understatement) excited because the Giants are in it, thanks to their overtime victory last Sunday against the Niners in the NFC Championship Game. But, I’m even more excited about the social engagement the NFL is planning. It’s really going to make this year’s game the Social Super Bowl.

In a column for PR Breakfast Club on January 18, I discussed sports and social media and why it’s a natural fit. The NFL is now setting up the first-ever Social Media Command Center in Indianapolis for the Super Bowl. According to Digital Life on Today, the center will…

Concentrate on key word-based monitoring, but because they’re geo-targeting the Indianapolis/Indiana area and those coming to town for the game, they won’t be as overwhelmed as they would be if they tried to deal with all the online traffic the event generates.

This is an absolutely great move by the NFL. Not only will they be able to measure just how much the Super Bowl (pre-game events and the actual game) are mentioned, but it will also be a benchmark for other sports leagues. Imagine if Major League Baseball does this for the World Series, which could potentially go seven games. It would help the league understand new things about their fan base. This is especially important as many say the World Series games start too late for young fans to watch.

What about NASCAR? Imagine a social media center at the Dayton 500. Or how about for golf, when people could be tweeting or posting on Facebook from the 18th hole of the Masters? The possibilities are endless.

Back to the Super Bowl. The NFL has really done a fine job embracing social media. I follow many of the league’s higher-ups, including @NFLprguy (Brian McCarthy) and @GregAiello (Greg Aiello). As for the Giants (@Giants) and Patriots (@Patriots), each has a Twitter profile that is very engaging and fan oriented. Giants vice president of communications, Pat Hanlon (@giantspathanlon) is on Twitter as well and is as entertaining as they come. He’s been doing a countdown since the playoffs began of how many hours it is until each game.

Yes, most sports leagues have embraced social media. But none have taken it to the level that the NFL has this year. It’s going to be intriguing to see how the other leagues put their own spin on it. Let’s face it, a social media command center is something we’ll see more of in sports.

The NFL just put a great game plan in place.


Posted on January 24, 2012, in Hot Topic, Marketing, Public Relations, Social Media, Sports, Uncategorized and tagged , , , , , , , , . Bookmark the permalink. Leave a comment.

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