The host city of this year’s Super Bowl, Indianapolis has created the first ever Super Bowl Social Media Command Center.  But this isn’t about monitoring smack talk between Patriots and Giants fans.  The command center is focused on providing the city’s visitors with the information they need (ex:  parking, directions to attractions, etc.).

With today’s analytical tools, this command center will be able to monitor the conversations taking place in Indianapolis on Facebook, Twitter and other social platforms.  If they see someone in need, they’ll proactively respond accordingly.

This is just another reminder for brands.  There are powerful analytical and search tools that will help a team know what people are Tweeting, posting, raving and complaining about.  Are you monitoring all the online comments about your brand (we’re not talking about direct comments on your website)?

As we and everyone else have been saying for years, social media is a game changer – a game winner or loser – depending upon how one uses it.  Brands and talent have never had such an opportunity to truly connect with their audience – to acknowledge positive sentiment, correct wrongs, offer benefits, have an open dialogue that can make a difference.

But using social media for growth requires a clear, well thought out strategy.  Just ask the NFL.

When you’re ready to talk about your brand’s social media strategy, let us know.  And in case you’re wondering, we’re predicting a 31-30 win for the Patriots.