A Perfect Example – NHL.com

As most of you are aware I’m a fan of Twitter for lots of reasons really, but mostly due to the fact that I can get up to the minute news when I need or want it. No media provides more information in a spare few minutes, whether in the car, waiting for a meeting, at an event …. as the good book says “would you like them here or there?” But I’m here to talk about NHL.com.

Now to the story, I came across a twitter post, yes on twitter, by none other than Brendan Shanahan of NHL fame, now Senior VP of Player Safety @nhlshanahan . It’s a video of a recent play by Andy Sutton and subsequent eight-game suspension associated with this hit, declared charging.

 

This is a perfect example for companies and all brands in the correct use of social media. The NHL and or Shanahan are out there in the public sphere telling their story, explaining their position and showing video examples.

Not everyone is going to agree with the decision, in fact in Canada, every fan has an opinion, yet, everyone, while agreeing or not agreeing, will have a clear understanding of the ruling.

The takeaway, as your digital agency, the NHL has done the following:

1. Told the story
2. Showed the impact
3. Explained the ruling
4. Provided other examples
5. Declared the rules
6. Summarized the decision

A perfect example of the use of social media. Video is a great tool to provide your story and Twitter is a great way to pass the information along. It’s a digital world out there; marketers must make the most of this new media. If you don’t take your shots you won’t reach your goals.

Michael Bickerton, Raven5 Ltd, Toronto, December 2011

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