Social Media Audit: NHL
By: Allie Corser-James
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Section 1: Audit of Brand Accounts
The NHL has accounts on most available social media platforms. In the Excel sheet below you will find a detailed indexing of each of the NHL’s social media accounts.
NHL’s content on instagram that resonates most with users are its reels of in game highlights. These highlight reels are posted within minutes live games. They are getting the most likes and comments overal when comparing it to NHL’s other content. Pictures of in game moments are the next piece of content that do well on the NHL’s instagram. These picture’s, like the reels, are posted within minutes of being photographed. These posts also get high likes and comments. Post’s on the NHL’s instagram that do not perform well are graphic posts that are not about current or previous games. Other post’s that do not perform well are posts done in collaboration with brands or other accounts. Such as, NHL recent collaboration post with @amazonwebservice. This post got 279 likes and 1 comment. Compared to a reel posted a few hours before getting over 8,000 likes.
NHL’s content on Facebook that resonates most with users are its reels of in game highlights as well. These reels posted mere minutes after real time game events rack in the most likes and comments on average for NHL’s Facebooks posts. NHL’s Facebooks also does well when posting real time photos as well. NHL’s Facebook garners more comments on these types of post’s than its Instagram or X even though the same content is being produced.
For example, this post is identical in photo and caption and was posted to Instagram, Facebook, and X by the NHL. We can see that Instagram has the most likes out of the three and Facebook has the most comments. (Go Crosby!)
We can see that Facebook is the leader in garnering user to user interaction within this media pages comment section. Here is where a lot of the conversation is happening for the NHL.
X
NHL’s X account has the most followers out of all of its media pages. Like Instagram and Facebook in-game moments that are posted do the best on its platform. Out of Instagram and Facebook, however, X on average has the least amount of user interaction of likes and comments with its posts. Most posts tend to get high viewership, but very little have high like count, reposts, or comments.
TikTok
The NHL's best-performing TikTok content consists of live updates and replays of current or past games. While the league occasionally posts off-ice, player-related content, these posts typically do not perform as well as game highlights. Another successful content strategy involves capturing viral moments—whether from a game, an interview, or off-ice antics. While not every attempt goes viral, those that resonate with the audience tend to generate the highest views and engagement.
Youtube
The NHL’s best-performing content on YouTube is its highlight compilations posted after each game, consistently earning the highest views and engagement. In contrast, non-game footage performs significantly worse. For example, a Hockey Fights Cancer video received only 372 views, while most highlight compilations get over 10,000 views. Additionally, audience interaction on the NHL’s YouTube page is minimal, with little to no comments on most posts.
The NHL’s best-performing LinkedIn posts are job and internship listings, as well as major league updates. However, overall engagement is lower on LinkedIn compared to the NHL’s other media platforms. When compared to the NFL’s LinkedIn, the NHL also sees less user interaction and fewer followers. A strong post on the NHL’s LinkedIn might reach around 2,000 likes, whereas the NFL’s LinkedIn posts can garner up to over 6,000 likes.
Section 2: Observation of Social Media Care
On all of the NHL’s social media platforms—excluding LinkedIn—there is a diverse range of comments. The most common are reactions, both positive and negative, to current or recent games, especially on Instagram, X, and Facebook following in-game posts. We can even see threads of back and forth conversation between fans happening within the comments of some posts discussing their thoughts on game related items. Additionally, league rumors and opinions on trades, injuries, or other major hockey events frequently appear in these comments. Finally, another type of engagement, particularly on Instagram, includes questions about NHL merchandise, brand items, or inquiries regarding tickets and upcoming events. On LinkedIn, the majority of comments are found on their job/internship posts. Most users either mention that they have applied or ask questions regarding the application process.
Across all of the NHL’s social media platforms, the league maintains a consistent brand voice while tailoring its tone to fit each platform’s unique culture. Most posts remain the same across platforms, with variations in captioning based on where they are shared. On LinkedIn, the NHL adopts a professional, fact-based tone, while on TikTok and Instagram, its approach is more relaxed and entertainment-oriented. On Facebook, Youtube, and X the NHL tone is less relaxed than TikTok and Instagram, but still entertainment-oriented.
When it comes to social media engagement, the NHL does not interact with its users publicly. The league does not respond to comments on any of its posts, with the most direct engagement coming from reposting content, primarily on TikTok. While the NHL occasionally posts content inviting fan opinions, it does not like or reply to user comments across any platform. This lack of interaction is a weakness in its social media strategy, especially compared to other sports brands that actively engage with their audiences in the comments. Individual team accounts, both in the NHL and other leagues, tend to have more freedom to interact with fans. For instance, the NFL—one of the NHL’s biggest competitors—also refrains from responding to comments on its main accounts, while its individual team handles engage more directly with their followers. Since the NHL and other major sports brands represent many teams, it may be a strategic decision to leave direct fan engagement to individual team social media accounts. However, I believe that responding to some comments, especially those with thoughtful questions, could enhance the league’s social presence.
Section 3: Observation and analysis of Social Media Comments
After placing several of the NHL’s comments on various posts into CHATGPT and asking it to advise on consumer generated content it offer several l interesting insights into what the NHL is already doing and things it could improve upon.
Somethings CHATGPT offered based off on the NHL’s instagrams comments that the NHL already does very well is its coverage of national moments. The NHL took advantage of its players as well as its fans many nationalities and created the Four Nations Tournament. In this tournament the NHL’s instagram did a good job of celebrating the four nations that were competing in this event. CHATGPT offered to also make a social media campaign around inviting fans to share their favorite hockey memories and moments from their respective nations. This is something the NHL did not do during the Four Nations Tournament and could of helped garner more fan interaction.
CHATGPT found a lot of humorous comments and suggested to take this humor and use it to create consumer generated content. One thing CHATGPT noticed was an increasing trend where fans created playful or affectionate nicknames for players. CHATGPT suggested a fan-driven content series. Invite fans to submit their most creative player nicknames and feature the best ones on NHL social channels. I found this to be a very creative idea that came from indexing instagram comments. I think it would be a fun way to open up the NHL brand to its users more and Instagram or even TikTok are a great area to do this type of fan driven content due to their relax and entertainment focused nature.
ChatGPT provided insightful analysis of NHL’s Facebook comments. Overall, it found that fans frequently engage in conversations about hockey culture. This includes drinking traditions, rivalries, and frustrations with officiating. Similar to its recommendations for Instagram, ChatGPT suggests that the NHL should encourage more fan engagement by incorporating user generated content into its posts.
Facebook, in particular, serves as place for more in-depth discussions and longer-form interactions, making it an good platform for the NHL to create meaningful conversations among fans. One standout was the idea for making breakdown videos of controversial calls. These videos could analyze specific plays, explain why a call was made, and even feature Q&A sessions with referees or players. This type of content would not only educate fans but also help address concerns about officiating in a transparent and engaging way. By engaging directly with fans in this way could strengthen their connection to the league and make Facebook more of a go-to destination for hockey conversation.
X
X is where hockey’s most vocal and reactive fans are. The NHL could benefit from embracing the fast-paced nature of the platform by actively engaging in conversations rather than just posting updates. CHATGPT found that most of the comment on X were short, immediate, and mainly emotion-driven. Whereas with Facebook, where fans engage in longer discussions, X’s comments lean towards quick reactions, emojis, and humorous jabs.
CHATGPT offered similar suggestions to Instagram with what the NHL could do to create user driven content. CHATGPT found the X thrives on real time conversations. It offered that fans here instantly react to game news and league events. CHATGPT offered that NHL’s X would be a great place for creating engagement through polls and Q&A sessions that are offered on X. I think those are great options for increasing fan engagement on a media platform like X.
TikTok
CHATGPT found that NHL’s TikTok comments thrives on humor, inside jokes, and instant reactions to trending moments. It found that many comments on NHL’s posts focus on the entertainment aspects of the game-such as funny coach moments, player reactions, or just the game in general. Most users commented through emojis or reference to current viral trends. CHATGPT offered to maximize TikTok engagement by leaning further into meme culture, spotlighting funny or emotional moments, and dueting and stitching with fan or other content creators videos. The NHL’s TikTok already does a good job of having these fun entertaining videos with their mic’d up clips, but could expand and lean into this more while opening the door for engagement. TikTok is a place that values humor and authenticity and is a good place to put extra effort into user engagement since it is a platform that puts a focus on speaking directly to its users and breaking down corporate barriers.
YouTube
CHATGPT found that the NHL’s Youtube is where its fan engage in discussions about games, player performances, and league decisions. It found that the NHL Youtube has a mix of analytical breakdowns, passionate fans, and critiques on the product of various media content. CHATGPT found multiple users expressing frustration about YouTube auto-play feature cutting off videos before they finish. NHL could address this by having more transition time so the autoplay does not cut off and game footage and by addressing it in a pinned comment or social media post.
Aside from production errors CHATGPT found that with many comments strong interest in officiating debates, the NHL could create post-game breakdowns explaining controversial calls for their Youtube page. These could also be used on their Facebook page. CHATGPT offered as a way to increase user engagement through user driven content that the NHL could create polls, Q&As, or pinned discussion prompts in the comment section of their videos. CHATGPT even offered that some of these responses could be highlighted in future videos to incentivized participation. Overal, CHATGPT found that Youtube is a great place for longer form discussion and that the NHL should utilize this by creating opportunities for these discussions to take place.
CHATGPT found that the NHL’s LinkedIn comments fosters insightful discussions on hockey’s growth, international tournaments, and the NHL’s long-term strategies. CHATGPT through these comments found various interesting ways to use consumer content to further the NHL LinkedIn account’s engagement. CHATGPT offered that the NHL should leverage LinkedIn for thought leadership. Since LinkedIn is a platform for professionals and industry discussions, the NHL has an opportunity to engage this audience by fostering conversations around its strategies and long-term vision. By using existing user discussions, the league can use its users to be thought leaders to strengthen its connection with both professionals and die-hard fans. One way CHATGPT suggested to do this was through discussion prompts or polls about current events or changes coming within the league. I believe this approach would not only enhance brand engagement but also invite valuable insights from an audience that is invested in the sport’s growth.
Section 4: Closing Analysis and Learnings
Learnings:
Real-Time Game Content Drives Engagement
Across all NHL’s platforms, posts featuring real-time game highlights and in-game photos perform the best.
Platform-Specific Engagement Trends
Each platform has distinct cultures that influence user behaviors that need to be taken into consideration. In The NHL’s case:
Facebook is best for user-to-user interaction.
Instagram and TikTok thrive on entertainment, humor, and fan-driven content.
X is reactionary and fast-paced.
YouTube fosters analytical long form discussions.
LinkedIn attracts a more professional audience, with engagement focusing on job postings and league discussions rather than fan-driven content.
Lack of Direct Fan Engagement
While the NHL has a strong presence across platforms, it does not engage with users in the comments.
Recommendations:
Increase User Engagement Across Platforms
The NHL should try responding to select comments on Instagram, TikTok, and Facebook to create a more fan-friendly presence. Instead of just leaving this up to their individual team accounts.
The NHL could improve by producing more interactive features like polls, Q&A sessions, and discussion prompts,
Especially on platforms where engagement is lower (X, YouTube, and LinkedIn).
Leverage User-Generated Content to Strengthen Community
Feature fan discussions and reactions in content recaps.
Fans love to comment and discuss across all NHL’s platforms so why not use this as content to further drive this engagement and reward fans for doing so.
Enhance NHL's LinkedIn Presence for Professional Engagement
Use LinkedIn to establish thought leadership
The NHL can post discussion prompts and industry insights, player development, or rule changes to further encourage discussion amongst fans and professionals in the industry to gain insights while also driving engagement.
Respond to questions on job postings and internship opportunities,
This will make the NHL a more approachable brand within the sports industry.
Competitor Analysis of the NHL
Learnings:
NHL Relies Heavily on Game-Centric Content for Engagement
This leaves opportunities open for competitors to attract audiences with player-driven narratives, or behind-the-scenes content.
Weak Fan Interaction
Can capitalize on this gap in direct interaction by actively engaging with audiences, creating a more interactive and community-driven brand presence.
NHL’s Platforms Lacks Depth in Some Areas
NHL Facebook lacks efforts to create deeper fan discussion on its posts.
NHL’s X has a high volume of followers but lack engagement in all areas.
NHL’s LinkedIn is underutilized and comes across as an after thought compared to its other platforms.
NHL’s TikTok does little to interact with its users on the platform.
There is opportunities for platform-specific strategies that go beyond reposting the same content across channels for our brand.
Recommendations:
Dominate with Fan Engagement
By having direct personal connections with users across all platforms it could create a more inclusive community gaining more followers and visablitiy.
Expand Beyond Just Game Highlights
Leaning into fan-created culture could provide a unique angle that NHL fails to capture.
By tapping into what Fans aren’t seeing from the NHL could give a advantage towards our content.
Leverage LinkedIn
NHL does not utilize their LinkedIn leaving room to dominate this space by engaging professionals with, business strategy discussions, behind-the-scenes insights, and executive interviews.
We can also actively engage with job seekers by responding to comments and to create a more discussions around career opportunities in sports in an inclusive community.