The company I decided to pick for the final project was to analyze the social media presence of the Boston Bruins. I picked the Boston Bruins because they are a popular “company” in New England and have a large social media presence as well. For this project, Ill analyze the Facebook, twitter, instagram, and the digital footprint of the team.
The first platform I looked into for the Bruins was their Facebook account. The page has 2,233,994 likes and has 2,096,685 followers out of the total likes. During the regular season, the page will post game stats following a game with a picture to go with it followed by a link. During the offseason, the club will post updates regarding the players or league news that pertains to the Bruins. In hockey playing with an injury is normal thing so players around the NHL are always having offseason surgeries to correct those injuries gained in the regular season. The Facebook page will always let its followers know if certain players had surgeries at the end of the year and how they went.
Whether its player updates on injuries, trade alerts, free agent signings, each post has a picture and an article from a writer from NHL.com summarizing the points.
The page also posts videos interviewing players, coaches, managers, on things like what to expect against their next opponent. Other videos include them (the players) bonding with the community at charity events and sponsorships.
The page posts daily during the regular season and playoffs but the page posts weekly in the offseason due to the fact there isn’t much going for the team over the summer, unless a trade or a signing happens. Unlike most pages, the Boston Bruins Facebook does not really interact with fans because Boston fans can be brutal meaning people will always complain after the team looses and there are not really times where the page can respond because people do not ask questions.
Moving forward, the second platform I looked at was the Boston
Bruins twitter account.
As you can see, they have 1.2 million followers and tweet almost daily; like the Facebook account they’ll tweet team updates, game notifications, and player interviews. Recently the Boston Bruins have been knocked out of the cup playoffs and with a draft a month away there is not much tweeting about the big club. However their AHL team (American Hockey League) the Providence Bruins is still playing their playoff battle in the minor league so the team will tweet constant updates about the games and practices.
Other tweets from the club include statements from the teams president, general manager, and owner.
As you can see, team president Cam Neely talks about the expansion draft coming up for the League’s latest team in Vegas and how the club is prepared to pick players to protect in the upcoming expansion draft. Like their Facebook page, the twitter account doesn’t usually interact with fans; its like an all business admin running the page if I cold explain it accurately.
The third and final social media account I looked at for the Boston Bruins was their Instagram account. The page has roughly 825,000 followers with about 3,856 posts. The account mostly focuses on capturing in game pictures to share with fans.
The account is different from the Facebook and twitter account because instagram is about taking pictures and showing them off. Its a great way to see the game
Through art; meaning its cool to see moments captured through pictures up close and in detail. The instagram account posts daily during the regular season and then every few days in the offseason. Sometimes the account will post facts about the team just so followers will have a reason to check the page out during the offseason.
The page will post pictures like almost all the time, including throw back pictures to some of the greatest bruins games and players in the teams history.
After analyzing the Team’s social media accounts, I took to Google to find out what their digital footprint is like. After running a typical Google search I found a few things. A bunch of Facebook fan pages popped up and as I scrolled down it became videos of Bruins highlights; the most famous one of Bobby Orr flying through the air after scoring was the top video. I scrolled further down to find articles written by NHL insiders about the Bruins on player surgeries on Rask and Bergeron, how their prospects are doing and the strides they’re making, and who they are thinking about taking in the entry draft next month.
To wrap up this assignment I had to analyze how each account individually, their use as a whole, and their digital footprint. First I found that their posts, pictures, and videos are very appropriate towards their brand. The page interacts with fans when they do ticket giveaways or other promotions and it looks professional to me. Second, The media accounts project a sports team to its audience and seems to draw attention from all age groups. I absolutely believe that the Boston Bruins are making the most of their social media presence; they have even built a fan base in other parts of the world due to it. One thing they can improve on is interacting with followers; I see other team’s pages respond to other fans whether it’s a question or a joke. Teams that they can learn from are the Los Angles Kings, The Columbus Blue Jackets, and the Dallas Stars. In my opinion those are the best three teams with fan/follower interaction. Their digital footprint showed me how popular they are on the Internet; they have so many fan club pages and endless pages of results on Google regarding their name. I do believe that their digital footprint does in fact contradict their branding as a hockey team.