NHL Social Media Audit

By Wyatt VanDyke

Wyatt VanDyke

INSTAGRAM:

The NHL has relatively standardized social media experiences across apps, but Instagram has some slight differences present within their posting habits. In comparison to all other social media platforms, there is a significant amount of infographic-type posts, with limited video content. Unlike other professional sports franchises, there is limited cohesion in the style of graphics made which leads the Instagram to look a little discombobulated compared to other professional sports leagues’ Instagram profiles.

FACEBOOK:

While the reason is unclear, the Facebook page for the NHL is the only platform with a different bio section than the other platforms. I’d credit that most likely to the difference in who uses the platform, as Facebook has a significantly older user base than an app like TikTok. The content posted is essentially the exact same as Instagram and thus suffers from similar issues. Despite being a massive brand, the NHL doesn’t do itself justice in the generation of a personal brand by means of its slightly erratic post themes.

X:

Thanks in part to the repost/retweet feature the X account of the NHL looks the most interesting of the three platforms addressed so far. I’d really think that the account would benefit from more direct interactions with fans by way of comments, especially because that goes over so well on other brand accounts as long as it’s done well.

TIKTOK:

I personally believe the TikTok account of the NHL is by far and away the best social media platform of the four. There’s a ton of player focused content and that’s exactly what consumers want more than anything when they’re following a league’s social media page. Whether it be mic’d-up moments or just interview clips, the more of that the better.