( Mashable ) -- Super Bowl XLVI host city Indianapolis has concocted a new way to deal with the madness that comes with managing the world 's biggest annual sporting event . The solution ? The Super Bowl 's first-ever social media command center . A team of strategists , analysts and techies will monitor the digital fan conversation via Facebook , Twitter and other platforms from a 2,800-square-foot space downtown . The station was set to open on Monday and run through Super Bowl XLVI on February 5 . The team will tweet directions to fans in search of parking , direct visitors to Indianapolis 's best attractions , and stand by to provide information in case of a disaster . `` Social media is just how people interact now , '' said Taulbee Jackson , CEO of Raidious , the digital marketing agency that the Super Bowl 's host committee tapped to manage the communications hub . `` We felt it was critical to have some horsepower behind that aspect of the Super Bowl here , versus what you might have seen from other Super Bowls . '' Some 150,000 people are expected to flood into downtown Indianapolis -- where the game will be played at Lucas Oil Stadium -- over Super Bowl weekend . Advanced search tools and analytics will help Jackson and his team identify fans in need of help by indexing key words and phrases . For example , a fan wo n't need to tweet , `` where can I find parking ? '' to get help ; Raidious operatives will be able to pick up on a general phrase such as `` parking sucks '' to offer assistance . But it wo n't be a simple operation . The command center will utilize more than a mile of Ethernet cable and more than 150 square feet of networked screen space . More than 20 people will man the center for 15 hours per day . Researchers from nearby Ball State University 's Center for Media Design will conduct a study of the command center , analyzing its strengths and weaknesses . Michael Holmes , director of the center 's Insight & Research Unit , wrote in an email that the command center is an example of the `` the ubiquity of social media and the absolute necessity for companies , organizations and communities to use these tools to improve their relations with their customer , audiences and citizens . '' Both Holmes and Jackson said they would not be surprised if the Super Bowl 's first designated social-media warroom sets a precedent for other major events . `` We 're kind of breaking new ground here so we do n't know the exact numbers yet of what we 'll be dealing with , but we should be able to provide that after the game to other cities that have to deal with these types of issues , '' Jackson said . `` I think a lot of brands will start to see a need for something like this . '' © 2013 MASHABLE.com . All rights reserved .
Social media center starts immediately and will run through Super Bowl XLVI . Techies will monitor the digital fan base via Facebook , Twitter and other platforms . The media center will use more than a mile of Ethernet cable .