Interview with the NHL’s Director of Social Media, Mike DiLorenzo


I first “met” Mike via Twitter during last year’s Penguins and Capitals playoff series. Since then, we’ve had a great dialogue about social media and the NHL.

Mike manages the NHL Fan Page on Facebook as well as the NHL on Twitter… and you can find him on LinkedIn as well.

I recently asked Mike some questions and will share those along with his answers below:

1. What’s in your social media tool kit (desktop clients or Bberry/iPhone apps)?

I am a social media simpleton.  I use CoTweet and OpenBeak for Twitter, and Facebook for Blackberry.  On the analytics side, I subscribe to a service called ViralHeat.

2. How did you get here/how did this job come about from the NHL?

This is my third season at the NHL, and I started as director of corporate communications.  Our senior VP of digital media, Perry Cooper, appointed me to lead a newly formed social media department at the start of the 2009-10 season.  I had been running point on social media stuff prior to that, so it was a natural transition to doing it full time.

3. Most rewarding moment you had over the past season from your perspective?

I was interviewed on behalf of the NHL by Josh Bernoff, who is writing a sequel to Groundswell.  I may wallpaper my bathroom with the pages from the new book that mention the NHL.

4. Where is the NHL going with social media? What are your/the NHL’s long term goals/ideas?

We are building windows into the NHL on 3rd-party sites, so we can expose fans to the game and capture a share of their minds when their not necessarily on or watching a game.  Our long term goal is to become more pervasive in the hearts and minds of fans in North America and beyond, and to give them many more reasons to spend time, energy and emotion with us.

5. Your blog, “From the blue seats“… where is this for you now?

I need to water it and put it in the sun before it shrivels up and dies!  I am hopeful that I will have more time to dedicate to it this summer and all of next season.  What I’d like to focus on is social trends in sports, and occasionally some opinion pieces on the game itself.  I am all ears if people have ideas.

6. Are you currently incorporating any league sponsors into your social media spaces, if so – how?

We promote all of our partner activations on our social media.  It’s an area that we’re becoming smarter and more sophisticated with, and are developing business models around.  Currently, we’re really excited about the Bud Light Canada Facebook app that’s out there right now.

7. The NHL has more followers on Twitter than Facebook fans – why is this?

When we were named to the “recommended user” list by Twitter, we were seeing very strong weekly growth rates.  Once Twitter changed the mechanics of the recommended list, our growth rate slowed.  Now, with the integration of the Like button on, we’re seeing hypergrowth on our Facebook page.  I don’t think it’s a referendum on the technographics of our fans, or our success/failures on one platform or another.  To me, it’s circumstantial.

8. How do you stay current on new tools and trends? What are you reading (online or otherwise) or who do you listen to?

I love to read Fast Company, and Lauren Goode’s stuff in the Wall Street Journal.  She is a terrific reporter.  Of course, MediaPost, Mashable and TechCrunch are must-reads, and I also try to stay current on industry analyst reports.  I also learn a fair amount from Gary Vaynerchuk, who has been an adviser to the NHL this season.  My favorite bloggers are Shannon Paul and Guy Kawasaki.  Truly, I wish I had more time to dedicate to reading up on Trends.

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine


5 thoughts on “Interview with the NHL’s Director of Social Media, Mike DiLorenzo

  1. The summer day camps allow your children to be active and
    enjoy themselves in a supervised manner for a day. Once you do, your child will be well on his or her way to staying active, making new friends, and having fun. Staying home for the
    summer might bore some children and tire parents. Back to watching the Early Show on TV while
    we eat dinner. Camp Akeela 1 Thoreau Way Thetford Center, VT 05072 Camp Director:
    Debbie & Eric Sasson Assistant Director: Jaynie Goodbody Head Counselor: Jaynie
    Goodbody & Rob Glyn-Jones. This is a great summer art camp lesson to
    practice texture or to draw a still life or leaves. takes your time out to do some homework and do log onto frolicboonies.
    Below is a small list of some of the things your
    child may learn at summer camps for horseback riding:. For instance, my car broke down would serve as a cause, while
    the effect would be because I didn’t get an oil change.
    After you’re not surfing or chilling out straight down at the
    beach you’ll discover Skim-boarding, windsurfing, fishing, diving, sailing, jet-skiing,
    water-skiing and beach-volleyball’.

  2. May I just say what a relief to discover somebody who genuinely understands what they are discussing on the internet.

    You definitely know how to bring a problem to light and
    make it important. A lot more people must look at this and understand
    this side of the story. It’s surprising you’re not
    more popular because you most certainly have the

  3. However, users of conventional or biodegradable sun tan lotion should also heed the
    Food and Drug’s Administration’s advice that there is no scientific study to
    uphold sunscreens, as the ultimate protections against the
    sun’s powerful UV rays. They are only created to make money, and not for safe tanning experiences.
    People have very different types of skin, and the self tanning products you use will look different depending on this.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s