Last year’s NHL Draft saw some activity from teams on Twitter and I would expect there to be a lot more content this time out.
Here’s 3 teams to keep a close eye from a social media perspective:
Edmonton Oilers: @NHL_Oilers
Not to be obvious, but apart from the fact that Edmonton holds the #1 pick, the Oilers did a fantastic job of using the draft lottery as a successful Tweet-Up back in April, so you can be sure that they will look to build on the social aspect of their Draft. Not only is this an important pick for the organization but represents a key social marketing opportunity.
Los Angeles Kings: @LAKingsHockey
The Kings are the host team/arena, and they were quite active during last years’ draft. I hope to see some “behind the scenes” approach to what they push out. The Kings hold the #19 pick.
Toronto Maple Leafs: @MapleLeafs
The Leafs social population has been growing steadily this past year and the team does not have a pick until the 3rd round. Toronto previously traded away it’s 1 first round pick – which turned out to be the second pick over all in this year’s draft now held by Boston. In a year with two very strong prospects, the fallout from that trade has been a PR issue for the Leafs. @MapleLeafs will be one to watch for a couple of reasons: 1) To see how other teams address the Leafs during the draft, and, 2) Leafs GM Burke has been known for draft day deals, and the team may look to move up and be more active.
I am certain that teams will also be active on Facebook, but Twitter represents a unique opportunity for events. Hopefully we will see a number of Twitpic photos, Twitvid videos as well as engaging updates from teams.
This post is long overdue – it’s been a busy week for me but I wanted to get these ideas out…
I learned of Michael Jackson’s death via Twitter – I was going about setting up mobile alerts for @lakingshockey, @vancanucks and @darrendreger to follow the NHL Draft strictly via Twitter as opposed to traditional media. It was some time later until CNN reported that Jackson was dead – perhaps up to an hour later. Real time has a great deal to do with what social media is all about – and a massive entertainment news event like this proved it.
I had to turn off updates from @lakingshockey as they kept inundating me with messages during the day with links that I was never going to visit. By the time the draft had rolled around, I had heard enough from them and switched them off – a powerful lesson there… For events like the draft, all I wanted was to be kept informed via mobile. I was not interested in scouting videos or interviews – I just wanted to be kept in the loop. @vancanucks kept it short and to the point – no too much info until the draft began.
@darrendreger (from TSN.ca) provided some great insight during the draft, such as:
I’m just outside the Bell Centre, a Habs fan just paid a scalper $100 for a ticket to the draft.3:30 PM Jun 26th from mobile web
hilarious. Bell Centre chanting… 67…as the Leafs go up to make their pick.8:09 PM Jun 26th from mobile web
There was plenty of “factual tweets” such as Tavares selected first overall, or breaking the news of the Pronger trade, but Dreger’s comments added some colour to the event and brought some of the immediacy and authenticity that Twitter can convey.
So here are some take-aways:
- Social media is faster than traditional media: Your market will be expecting “real time” now, and you can provide it to them
- Keep event based tweets short: This is not a time for tons of links
- Make it personal: Add to the experience; give something unique/real