Sat
28
Jan
2012
The Super Bowl has always been a social event, but during this year's battle pitting the New York Giants against the New England Patriots, getting social will happen on screens and the sofa.
Analysts say this year is a turning point for social media's incorporation into the biggest mass-media event of the year, and advertisers are taking note.
"The trend in social media with the Super Bowl has been building over the past two or three years," said Tim Calkins, professor of marketing at Northwestern University. "This year, we're really seeing it go to a totally new level where marketers are making social networking a core part of their Super Bowl efforts."
Glen Gilmore, a social media strategist and professor of digital marketing at Rutgers University, said companies have begun to realize that social networks aren't just for kids anymore. "There's a recognition among big businesses that social media is the new marketplace that they've got to be part of the conversation."
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