Social media has become an integral part of how sports are consumed in the modern age. From live-tweeting games to interacting with fans, Twitter has led the way as the dominant social platform for sports franchises to reach their fanbases.
NHL Twitter – From Boring to Brilliant
In the hockey world, Twitter is an important vehicle for providing updates on off-ice events, generating excitement around a team, and engaging fans. And there is great variation among the now 32 NHL teams in how each goes about using Twitter, and some quite frankly just do it better than others.
So today I have compiled a list of the top five NHL Twitter accounts based on three important factors; 1) how interactive teams are with their fans, 2) how funny the account is, 3) how much a club interacts with other NHL teams. Each category is ten points maximum, the highest possible score of 30 points.
5) Los Angeles Kings
The Los Angeles Kings have been doing Twitter well for quite some time now. When NHL Twitter accounts were first becoming “edgy” and posting content that was fun and engaging, LA was right there in the thick of it.
And while Twitter has evolved over the years, and teams other than the Kings have begun to lead the charge in the NHL Twitter landscape, you can still expect the hockey team from the City of Angels to keep it light, even when their team is done for the season:
And when your team isn’t great, you look to generate content wherever possible, playing off rivalries that get fans tuning in:
Historically, the Kings’ Twitter game has been really strong. As of late, it has fallen into the shadows a bit. Part of that undoubtedly has to do with the lack of success from its team on the ice. But what was considered risqué in 2013 isn’t today, and it is time for a bit of a refresh.
Final Score: Fan Interaction – 8 / Comedy Meter – 6 / Opponent Engagement – 7
TOTAL = 21 points
4) Seattle Kraken
The Seattle Kraken might be the newest team to join the hockey world, but they sure are taking the Twitterverse by storm. After announcing their team name back on July 23rd the Kraken have been hard at work to capitalize on the interest in the newly-named franchise.
The organization announced that 100% of the net proceeds from the first month of merchandise sales will be donated “to local organizations serving BIPOC youth and families”. This is yet another move from the Kraken to emphasize dedication to supporting diversity in its local community and lead the charge in a way in the NHL’s push towards changing the landscape of its sport.
On Twitter, the Kraken have been highly engaged with fans and other franchises as they have begun to seamlessly integrate into the NHL’s social media landscape:
The fan interaction has been strong as the team looks to engage any potential fan of the new club:
As I have learned in my personal life, not every hockey fan out there necessarily roots for the team from their hometown. Some bounce around from team to team looking for a franchise to identify with, and I believe that Seattle is looking at not only building its brand in the greater Washington area, but also with fans across the country and across the hockey world. And no better place to build that brand with fans abroad than through the social media world.
The Kraken are great at engaging with fans, they can be a funny follow at times as well but comedy isn’t their strongest spot, and chatting with other NHL teams is becoming, even more, the norm.
Final Score: Fan Interaction – 10 / Comedy Meter – 6 / Opponent Engagement – 7
TOTAL = 23 points
3) Columbus Blue Jackets
The Columbus Blue Jackets also represent a short list of NHL franchises who have had a strong presence on social media for years now. Back when the LA Kings were becoming popular on the platform the Blue Jackets were making waves of their own.
NHL Twitter has grown thanks to clubs like the Blue Jackets that have long understood how to best leverage the site to engage with fans, make jokes, and talk smack to other teams:
One thing that separates CBJ from LAK is that Columbus has adapted more flawlessly into the current landscape of Twitter. The Blue Jackets are more edgy, willing to post content closer to “the edge” of what is appropriate for an NHL club, and they have fun with fellow teams as well:
The Blue Jackets are funny (albeit corny at times), testing different types of content:
Overall, there are other teams that do fan interaction better, but when it comes to cracking a joke, whether at themselves or another team, this factor alone sets Columbus in the top three of NHL Twitter stardom.
Final Score: Fan Interaction – 7 / Comedy Meter – 9 / Opponent Engagement – 8
TOTAL: 24 points
2) Vegas Golden Knights
There might be a trend involving newer NHL franchises and their success on social media, as we have seen with the Kraken and now the Vegas Golden Knights. When the Knights first entered the league, they were edgy and sarcastic and toed the line between out of control and professional.
That early success can in large part be attributed to the team’s senior writer at the time, Dan Marrazza. Marrazza helped grow the team from its infancy before leaving in 2018, but ever since the Golden Knights have worked hard to carry on the attitude that grew their Twitter presence to fame.
Sometimes the Golden Knight’s jokes hit just right, and sometimes they’re a bit corny, pun intended:
If you like dad jokes, Vegas Twitter is definitely for you:
The Golden Knights engage well with fans, and with franchises, which has been important in growing a brand in a “non-traditional” hockey market. And by now, most of us are aware of how much of a success Las Vegas has been for the National Hockey League.
Overall, Vegas does most things really well, no one attribute stands out to me here, they really are just the complete package.
Final Score: Fan Interaction – 9 / Comedy Meter – 9 / Opponent Engagement – 9
TOTAL = 27 points
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1) Carolina Hurricanes
In my opinion, the Carolina Hurricanes have the best Twitter account in the league, and it isn’t even close. Historically, the Hurrcanes’ Twitter game has been good, but nothing really made it stand out from the pack.
It appears to me that since Tom Dundon purchased the Hurricanes back in 2018, that is when the organization’s entire approach to marketing itself really took a turn.
From the Storm Surge, to embracing, and marketing, Don Cherry’s “Bunch of Jerks” comments, the team has held nothing back in promoting itself and its players.
That mentality is certainly present in the way the Hurricanes handle Twitter, and it helps in a big way to finally have a competitive team to back up the online trash talk:
The Hurricanes’ engagement with fans is top-notch, but it really is the hilarious Tweets the team produces that put it over the top.
It seems that the Hurricanes author a “viral” Tweet just about every day, even if it is just a dumb play on words:
And I think most good NHL Twitter accounts have a few dad jokes sitting in their back pocket:
And the trash talk that comes from the Hurricanes account is just so spot on that it makes it difficult to hate even if you’re a fan of the team getting dunked on:
And, who could forget this Tweet, which I believe to be the best bit of trash talk I have ever seen from an NHL franchise:
Overall, there isn’t a thing on Twitter that the Hurricanes do poorly. They knock it out of the park in all aspects, and that is why they are deserving of a perfect score.
Final Score: Fan Interaction – 10 / Comedy Meter – 10 / Opponent Engagement – 10
TOTAL = 30 points
And if you’re asking me, this is a model of social media engagement that all professional sports franchises should strive for.
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