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Mining Social Media for Superbowl Gold

Written by in Strategy
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You’ve decide you’re going to place a bet on the big game. It is after all, the Superbowl. You’re no expert though, just looking to have a stake in the game other than weighing in on which company takes the crown from last year’s Etrade “baby” commercial. Where do you go for info? Well, like many, you’ll likely start at the water-cooler, coffee machine, Red Bull dispenser or whatever other vice is typical in your office, to push past that “2:30 feeling.” Your colleagues are no help, they haven’t placed a bet since wagering on how many times FOX mentions Brett Farve in last year’s broadcast, or how long Christina Aguilera will hold the word “Brave” while singing botching the National Anthem.

  Needing some serious juice, you turn to the internet. What are the odds? Patriots favored by just over three points. Good to know, but you need more. You need to know something others do not. How will Gronkowski’s ankle hold up after getting injured in the third quarter of AFC Championship Game against the Baltimore Ravens? Is Eli Manning healthy after getting sacked six times and knocked down a dozen more by the 49ers?

The Social Lowdown

  So you check the blogs, sports sections of online papers, and even contemplate shelling out fifty bucks for an ESPN Insider account. Then you realize, social media’s the place to go. Get some real-time, crowd-sourced “insider” knowledge. Maybe Victor Cruz’s best friend’s cousin’s cousin knows Cruz is battling an undisclosed hamstring injury and won’t be 100%. Surely he’ll want to share this with his closest friends, his Twitter followers. So you search, “Victor Cruz Injury Superbowl.” Nothing. You widen the search to “Unknown Superbowl Injuries.” Nothing. Then, “Gronkowski ankle Superbowl.” Score.

  He’s a Gamer

  Great. He’s a gamer, he’s in. Now, what are people betting on? You try “Superbowl Bet”: Where to Place that Cool Million

  Well, the hip hop community seems tuned in. But not being in the market to place a $1M bet you move on, scale it back, looking for the diamond in the rough. Then with, “Superbowl Injuries,” you find your gold: Betting on Pyrotechnics

  This is exactly what you need. Madonna won’t be at the top of her game. Clearly, this will affect the line on “Will any pyrotechnics emit from Madonna or her clothing during the Halftime Show?” prop-bet on Vegasinsider.com. She certainly will have to scrap any pyrotechnics if there is a chance she can’t stop, drop and roll.

  There you have it, with just a few searches on Twitter you found out the Patriots offense should operate without a hitch, that you’re in the wrong industry if you want to throw a million dollars on a single game, and Madonna will likely not have pyrotechnics emitting from her body during her halftime performance. Great info!

The 100%

  Kidding aside, social media has become an invaluable tool in social interaction. From spreading news to toppling governments (Egypt) it has become a vital part of our daily consumption. As use expands and is refined, it will be interesting to see how it molds society’s culture. Our grandparents’ Soap Box was our parents’ Squawk Box. Social Media is our platform. A policy-sword wielded by the “100%,” irrespective of paycheck size or residence zip code. It can spark debate, kick-start grassroots movements, or exploit/expose corruptness with a single tweet or post. It’s bi-partisan. It’s powerful.

  *We’ll leave source reliability alone for a separate post wink

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