The NHL Draft and Twitter vs. ROI


LA KingsWhile NHL Tweetups are nothing new, the LA Kings are making a bit of a splash as they will have front office personnel tweeting from the floor of the draft.

More on that at the Sportsin140 blog .

And you can follow the LA Kings on Twitter here.

Another Twitter first for an NHL club – it will be interesting to see how this plays out from a fan engagement perspective. Here again – some significant attention is being paid to the Kings Twitter feed and there is no apparent sponsorship. Some people will criticize me for my attempts  to  monetize social media – and some people will hire me for it. I believe  it’s naive to think that ROI just doesn’t need to apply – “adding value” doesn’t add up at the end of the day (as this article attempts to counter).

My point here – and a big part of the reason I am interested in sports marketing and social media – is that sponsorship is 100% plain as day, in your face, front and centre ROI. I recall some radio broadcasts of games in Toronto with the “Home Hardware out-of-town scoreboard” (Blue twitter birdJays, I think). There weren’t too many people complaining that sponsorship was ruining the free medium of radio. Social Media is still just media.

Tweeting from the draft floor is an innovative move on the part of the Kings – but now it’s time to take that innovation a step further into revenue.


2 thoughts on “The NHL Draft and Twitter vs. ROI

  1. Social media has come a long way but it has been abused by marketeers. When I log on Twitter all I see is desperate tweets promoting the products nothing wrong in that but there has to be a fine line on what constitutes a meaningful message and marketing propaganda.

  2. Thanks for your comment,

    I think we can all agree that most promotion and advertising efforts are less than great regardless of medium. One of the things about social media is that it is free, and therefore anyone with internet access can spread a lot of cheeze whiz very quickly…

    There are some advantages in this scenario for good marketers – it is easier to stand out from the noise of the crowd.

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