Disclosure - I am a former employee of a Coyotes' AHL Affiliate and have worked with their communications team

Teams in non-traditional markets often have more challenges on social media than teams in traditional markets. Their consumers require more dynamic content that appeals to their circumstance rather than boilerplate press releases and stories. Teams like the LA Kings, notorious for their social media tone and tenor, as well as the Anaheim Ducks and Dallas Stars, are forced to innovate at a higher rate than their traditional market counterparts, like the New York Rangers and Boston Bruins.

The Arizona Coyotes do not exist in a traditional hockey market, and therefore face challenges that other teams don't - whether it be differing weather conditions or a lack of ready made hockey consumers in the market, the Coyotes have had an uphill battle in the desert since they moved from Winnipeg in 1995. However, despite the odds being against them, the Coyotes have continued to create a dynamic digital program designed to highlight their unique situation.

While the Coyotes have endured major challenges in their nearly 20 year history in Phoenix and now Glendale, their social media program is incredibly strong. By creating content that not only highlights but embraces and celebrates their situation, Arizona's social program has targeted their diehard fans, helping reinforce their underdog mentality and creating fan loyalty that is second to none.


The point of my post here is that necessity is the mother of invention, and when it comes to social, the Coyotes have created a program based out of necessity. While teams like Boston and Montreal have ready made consumers that will engage with their content regardless, the Coyotes have had to push their audience to engage with their social program, and have therefore pushed their social program farther than other teams. The Coyotes situation has required them to constantly try new and exciting programs on social media, creating dynamic content at a high rate that engages their niche audience while constantly innovating when it comes to new social programs. The Coyotes' social department has to work harder than others due to their circumstances, but the result of that is an incredibly strong program. 

The Arizona Coyotes are not alone in innovating - the NHL is at the forefront of social media innovation and exploration in sports, especially with their new partnership with MLB Advanced Media - but the Coyotes have worked incredibly hard on their program and therefore have a more dynamic program than some other franchises. Other teams should look at the Coyotes as an innovator in the social sphere - while they may not have the same challenges, there is always a need for dynamic content on social media.

Photo via BarDown


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