Digiday Publishing Summit:

Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

SECURE YOUR SEAT

Inside the Super Bowl Social Media Command Center

More than 400,000 out-of-towners are expected to descend on the New York area — lost and confused as they navigate the concrete jungle in the days leading up Super Bowl Sunday. Never fear, weary travelers. A team of 40 volunteers put together by the NY/NJ Super Bowl Host Committee of volunteers (created by the owners of the New York Giants and the New York Jets) will be responding in real time to the befuddled masses in an attempt to make their Super Bowl stay easier. This is what the command center looks like on Super Bowl Boulevard, formerly 53rd Street and 7th Avenue in Midtown Manhattan.

Inside and outside room

The NY/NJ Super Bowl Host Committee, in partnership with the NFL, will be monitoring and posting on FacebookTwitterInstagramYouTube, and its blog, Inside the Huddle. The plan is to pick up queries directed at @NYNJSuperBowl or using the #SBQuestions hashtag and respond from a long list of pre-prepared answers to almost every imaginable dilemma. Canned answers aside, committee volunteers are encouraged to be human in their replies as to not come off as formulaic or bot-like. So far so good:

Screen Shot 2014-01-29 at 4.03.59 PM

This is the third year in a row in which the Super Bowl Host Committee has set up a Social Media Command Center. Sponsored by Visa, the center is essentially a computer lab-cum-concierge. The lab is made up of 45 computers running a social media management software called tracx. Tracx allows the volunteers to track questions on social platforms over a period of time, monitor whether someone on the team has responded to the question, and assign questions to members who have responded to similar questions in the past.

There will also be a content creation team working on video and sharable images for fans during the game, though the primary focus of the effort is to be an information channel for visitors.

Stats and outside

If the interactions for some reason become overly abusive or trolling, volunteers have been given a flow chart of possible responses to avoid conflict. And if the flow chart doesn’t help or if something goes truly awry, the command center has the NYPD, MTA and other governing bodies at its fingertips.

Stats and Center 1

Since launching last week, the command center’s Twitter handle has more than 12,000 followers, and more than 22,000 on Facebook, a mere fraction of the masses who will be arriving in town over the next couple of days.

https://digiday.com/?p=62773

More in Marketing

WTF is ‘Google Zero’?

The era of “Google Zero” — industry shorthand for a world where Google keeps users inside its own walls — is here.

privacy search

The next browser wars are here — and AI wants the ad dollars too

Perplexity and OpenAI are getting ready to take on Google’s Chrome, but will need a solid ad business to keep their browsers ticking along.

Vista Equity Partners’ TripleLift implements ‘significant’ layoffs

The latest round of layoffs is understood to have impacted all departments at the SSP across multiple geographies.