Pittsburgh Penguins - Social Media Audit
Pittsburgh Penguins old logo
For my social media audit, I decided to measure the Pittsburgh Penguins social accounts. The Pittsburgh Penguins are an NHL team who play in the Metropolitan Division. Since the day I started playing hockey, I have been a huge fan of them and have idolized their players. The Penguins use a number of different social accounts to promote their brand. They use Instagram, Twitter, TikTok, Facebook, and LinkedIn.
One of the most popular accounts the Penguins run is their Instagram account, @penguins. They have 2.5 million followers. That’s the most in the NHL by a long shot. The next most followed has almost 1 million less followers than the Penguins do. The Penguins post all sorts of stuff on their instagram including game day posts, highlights, post game posts, locker room videos and more. They average around 6,000 likes for gamely posts and everything else they post usually gets about 20,000 likes. They post at least once a day which is one of the reasons for their success on Instagram. I wouldn’t change much if I was the manager of the Penguins Instagram. They are obviously doing something right if they lead all NHL teams in followers by a long shot.
Post game win post after the Penguins defeat the San Jose Sharks on Tuesday, February 17th
The Pittsburgh Penguins Twitter account is very similar to their Instagram. They post the same stuff as the instagram but they port a little more. They have the same username, @penguins. Unlike Instagram, this is where you can see up to the minute goal updates, team news, and an occasional giveaway. They also are a lot more interactive with the fans. They can answer a question, reply to a tweet or like a tweet that you @ them.On Twitter, the Penguins have around 1.8 million followers, while its not the best in the NHL, it still puts them in the top 5.
TikTok
The Penguins don’t use their TikTok as much as their Instagram or Twitter. As a result, they don’t have as many followers. On TikTok, the @penguins have about 295 thousand followers. Their TikTok is more of posting the behind the scenes content. They post what the latest TikTok trends are and ask players questions as they go out for practice. Overall, I think the Penguins could do better on Tiktok. If they could post more and do more interactive stuff with fans, I feel like they would get better attention and as a result, more followers.
For a TikTok, they are asking Penguins players who they think will win the Super Bowl.
The Penguins LinkedIn is by far their least followed social account. At about 25,000 followers they barely get any activity on it. They average about one post a week and it’s usually shouting out a group or doing a promotion. I feel like they could do better on their LinkedIn. Posting job offers or internships could bring in some more followers and activities. Granted, it is really hard to run a LinkedIn as a sports team, so I can’t be too harsh on them.