Don’t Poke the Bear, Unless It’s on Facebook: The Bruins and Social Media

For the past five years, the Boston Bruins have been one of the most successful franchises in the National Hockey League.  The B’s have made the playoffs every year since 2008, have won six playoff series and took home the coveted Stanley Cup last June.

Aside from their play on the ice, the team has excelled in another area: marketing. The club has been clever in promoting both the team overall and their players. Some of the best examples include the subtle jabs at opponents during the playoffs and the popular “Bruins Rules” commercial series.

On Monday the Bruins debuted a new feature on their website, the Bruins Digital Entertainment Network, or DEN. The DEN is an innovative initiative that allows Black and Gold fans to follow the team on social media entities such as Facebook, Twitter, Tumblr, Google+ and more. To commemorate the launching, the DEN app will include an exclusive web series called “Bear and the Gang.”

Though the Bruins are the oldest professional ice hockey team in the U.S., they are one of the best in sports at keeping up with modern technology. According to Sports Fan Graph, the Bruins are the fourth-most popular NHL team on Facebook and Twitter. While much of this can be attributed to the club’s big fan base and winning ways, the team has made its presence felt via social media.

Of course the B’s are not alone in endeavors like this. The Cleveland Indians announced plans to expand their social media reach across six platforms this season. The Philadelphia Wings of National League Lacrosse had players wear jerseys with their Twitter handles rather than their last names on Feb. 12. As I mentioned in an earlier post, the NFL allowed players to tweet during this year’s Pro Bowl.

It’s no secret social media is becoming hugely popular in the sports world, but it’s always nice to see teams expand in a fun and engaging manner that stands out from the crowd. With the debut of the DEN it looks like the Bruins are one of those teams.


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