Social media use for large event management: The application of social media analytic tools for the Super Bowl XLVI

Using social media analytics tools, Radian6 and Visible Technologies, Purdue Homeland Security Institute (PHSI) researchers were able to monitor, capture and analyze publicly posted online information pertaining to the Super Bowl XLVI. The study collected and analyzed data regarding the public´s perceptions of the Super Bowl XLVI marketing campaign, as well as Indianapolis´ hospitality, accommodations, and safety. Data was collected from three different platforms: Facebook, Twitter, and blogs. The results of the study provided insights into public sentiment, public dialogue regarding specific citywide events, and trending social media topics associated with each topic´s keyword analysis. In our research we further explored the potential usage and application of social media analytics tools within local government and found that social media analytics can be of great value for the government in both special events and routine activities. Major applications of social media analytics as well as research questions and issues worth exploring in the future, including improving information flow and analytics for routine operations, are discussed.