While Joe Flacco was throwing impressive passes and Beyoncé was shaking through a stunning halftime routine last weekend, HootSuite was stealing the Super Bowl show in the social media world.
HootSuite, a social media analytics company, launched a real time Super Bowl Command Center in a partnership with FSC Interactive. The New Orleans Super Bowl XLVII Host Committee that began tracking conversational trends in the social media world long before the coin toss.
The teams’ dashboard compared — among many other trends – the Facebook likes and Twitter mentions of Ravens to mentions the 49ers over several days, through to the spike to millions of mentions on Super Bowl Sunday. In graph form, HootSuite showed how Ravens mentions slowly edged out mentions of 49ers until Feb. 3, when the Ravens drew more about 500,000 more mentions than the San Francisco team.
By tracking mentions of quarterbacks Joe Flacco and Colin Kaepernick, HootSuite revealed how enthusiasm from Baltimore fans seemed to gain strong momentum in the days leading up to the game, with mentions of Flacco catching up to, and then surpassing, mentions of Kaepernick. Mentions of Ravens coach John Harbaugh followed a similar path until game day, when 49ers coach Jim Harbaugh drew more stirs from the Twitterverse.
HootSuite also offered a colorful pie chart reflecting changing Twitter sentiment for each team all the way to San Francisco fans’ “sadness and grief” and Baltimore fans’ “enjoyment and elation” at the results. Perhaps HootSuite’s analytics offer more than just a fun pastime for fans looking for one more way to watch their team compete – the same tools correctly predicted the winners of the AFC and NFC championship games.