NHL Draft: How often should teams post


How much is too much:

On the day of the NHL draft front offices were busy prepping their strategies, finalizing trades and setting up watch parties. On Twitter, it was just as busy for the teams.

But some teams were too busy.

Social media for sports teams straddle a fine line between media, marketing, sales and a fan community. Yes, all of those.  I found it interesting that some teams put so much weight into content previewing prospects they may not draft. No team past 5th overall could accurately predict who will still be available when their team selects a player.

It makes sense for a team like Florida (1st overall) to promote who they may draft, or for Buffalo to inform their fans what the options are at the number two pick. But should the LA Kings preview players for the 29th overall pick? Or just wait for the guys in suits to do the work and then promote that player after?

I’m in favor of the latter. It cuts down on noise, doesn’t clog fans’ Twitter feeds and appears more professional.

Some teams, notably the Maple Leafs, are a part of a large media company. It makes sense for a team like this to produce a lot of content because of the resources at hand. In fact most of their content was video interviews from MLSE.

The data below is a list of teams drafting in the first round, what their draft pick is (probably not up to date as many trades could still happen before the draft) and how many times they posted content about potential draft picks. I measured posts by if the team posted a mock draft, made prediction for their selection or posted specific content about a player such as a player profile.

Take a look at the list and decide if some teams posted too much on draft day, or missed an opportunity.

Frequency of posts:



Draft Day content highlights:

As I counted draft day posts about prospects I decided to make a list of content I really enjoyed or thought stood out compared to the other 29 teams. Whether it was an interesting question posed, or a cool graphic, you can find it below.

The Buffalo Sabres asked prospects what they knew about the city of Buffalo:


The Carolina Hurricanes previewed local prospects that grew up using the Carolina junior system:

Completely unrelated to the draft, the Ducks used their blockbuster trade to preview their new uniforms:

The San Jose Sharks are famous for their graphics, and for good reason. This is a very informative and “good looking” piece. This is how social can be sexy:

When most teams were posting content about prospects they likely won’t draft, the LA Kings hosted an “Awkward Draft Day Photo” campaign. And it was fun: