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We analyze low-volume, topically similar tweets which reference specific plays (sub-contexts) within the game at the time they occur. These communications are not explicitly linked; they pivot on keywords and do not correlate with spikes in tweets-per-minute. Such phenomena are not readily identified by current event-detection algorithms, which rely on volume to drive the analytic engine. We propose to demonstrate the effectiveness of empirically and theoretically informed approaches and use qualitative analysis and theory to inform the design of future event-detection algorithms. Specifically, we propose theories of Information Grounds and \u201cthird places\u201d to explain sub-contexts that emerge. Conceptualizing sub-contexts as a socio-technical place advances the framing of Twitter event-detection from principally computational to deeply contextual.<\/jats:p>","DOI":"10.1177\/1461444814541783","type":"journal-article","created":{"date-parts":[[2014,7,10]],"date-time":"2014-07-10T00:35:47Z","timestamp":1404952547000},"page":"293-312","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":5,"title":["Sifting signal from noise: A new perspective on the meaning of tweets about the \u201cbig game\u201d"],"prefix":"10.1177","volume":"18","author":[{"given":"Ian","family":"Graves","sequence":"first","affiliation":[{"name":"University of Missouri, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Nora","family":"McDonald","sequence":"additional","affiliation":[{"name":"Drexel University, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sean P","family":"Goggins","sequence":"additional","affiliation":[{"name":"University of Missouri, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2014,7,9]]},"reference":[{"key":"bibr1-1461444814541783","doi-asserted-by":"publisher","DOI":"10.1145\/2389176.2389211"},{"key":"bibr2-1461444814541783","volume-title":"Proceedings of the 5th int\u2019l AAAI conference on weblogs and social media, ICWSM","author":"Chakrabarti D","year":"2011"},{"key":"bibr3-1461444814541783","volume-title":"The Elements of Graphing Data","author":"Cleveland WS","year":"1985"},{"key":"bibr4-1461444814541783","doi-asserted-by":"publisher","DOI":"10.1080\/03007760500503459"},{"key":"bibr5-1461444814541783","doi-asserted-by":"publisher","DOI":"10.1007\/1-4020-3670-1_6"},{"key":"bibr6-1461444814541783","doi-asserted-by":"publisher","DOI":"10.1002\/asi.20019"},{"key":"bibr7-1461444814541783","doi-asserted-by":"crossref","unstructured":"Fisher KE, Landry CF, Naumer C (2007) Social spaces, casual interactions, meaningful exchanges: \u201cinformation ground\u201d characteristics based on the college student experience. 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