Inside the social media command center at the Super Bowl

A team of 50 staffers and volunteers are answering questions, providing information, and finding people’s stories about the big game.

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“For something like the Super Bowl or a big global brand, it’s not something where you can just hire a community manager, give them Tweetdeck, and call it a day,” says Taulbee Jackson, president and CEO of Indianapolis-based interactive communications firm Raidious. “That’s not realistic if you want to deliver any results from that.”

That’s why Raidious, along with the Indianapolis Super Bowl Host Committee, is dedicating a new, 2,800-square-foot downtown space to the effort. The “social media command center,” as it’s called, has a team of about 50 employees and student volunteers—working on rotating shifts—who direct people to events, answer questions, and otherwise help people get around the big game’s host city.

The command center is the first that any Super Bowl host city has had, but Jackson says it’s probably the future of big-event social media.

Calling the play

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