Most hockey fans on Twitter are, by now, aware that the Los Angeles Kings feed is pretty much owning. When the Kings beat the Canucks in Game 1 of the first round (which might have been a liiittle premature to start dropping tweets like this, but anyway) they posted:

People loved it.

They’ve gained more followers than any other NHL Twitter feed out there since, and there’s a pretty simple reason for that: it’s entertaining.

My theory is that the Kings Twitter feed is going to be a pioneer of sorts, and before long, every team will be hiring someone with a little wit and the ability to walk the fine line to post for them. There’s money in it: you gain way, way more followers (the Kings are up an additional 40,000+ since then), which means more people see your more business-y tweets like “Tickets still available for tonight, click here” and “75% discount on those ‘Kings win the Cup’ t-shirts we had prematurely made, here’s the link.”

Social media is a new medium, and major companies and teams have been scrambling since day one to figure out how to use the tool to make money. That’s the biggest question for people with large internet followings too (blogs, tumblr accounts, Twitter and Facebook): how do I monetize this?

When you try to make money off your following – which logically, you should, if you’re providing free entertainment – it turns people off in a big way. I forget who it was (which isn’t a good sign), but at one point, some heavily-followed Twitter account – Fake Dan Ellis, maybe? – linked to an online store, where you could buy his or her t-shirts for personal profit. He or she was villified for “jumping the shark,” and that was all she wrote. It’s hard for individuals to figure it out.

But for companies and teams, they’ll see the light on this sooner or later - playing it safe like every “official” account did in the beginning sucked, and got you nowhere. You can’t make money, gain energy, or grow your following by toeing company line all the time, even if that involves sniping at a few people (or eventually teams) that snipe at you. The gent behind the Kings feed (who we’ll leave unidentified because that’s more fun) certainly isn’t afraid to.

But anyway, that’s all just my personal theory.

The point here is simple: @LAKings Twitter feed: ur doin it right.

When the horn sounded to end round two, this is all we got:

How much better is that than “Congratulations to the Phoenix Coyotes. Looking forward to a good battle”?

Much better.

Comments (16)


    • If this is the real DonCherryParody (or even if it’s a parody of that parody), I follow you AND IT’S AWSOME YAKNOW?

      Good work.

  2. I really hope this more dynamic style of running a twitter account takes off. It will be interesting to see how teams develop distinct ‘personalities’ once they get past the ‘everyone do what LA is doing!’ phase.

  3. The Canucks post isn’t even the best one – that’s the one where they told Sarah Phillips that isn’t for sale. :)

  4. If I ran the Leafs feed, at least the fanbase would receive some entertainment value for their dollar. Hire me.

  5. If the @NHLDevils feed tweeted ‘Bryzaster’ or ‘Bryzgalolov’ once during the last series it would have doubled in followers overnight!

  6. What’s the King’s AOL Keyword?

  7. I wish I could also monetize all that time I spend dicking around.

  8. The Columbus Blue Jackets also has a pretty solid twitter. Not quite as good as the Kings, but close. They posted a twitpic of their “Who to Follow” suggestions with “Um…. no” because the first name was Viktor Stalberg (who was *amazing* against them this season).

  9. Why assume it’s “a gent”? I’m hoping now it’s a woman behind the feed.

  10. This really applies to a broader context than just twitter. It seems like so many entities, whether it’s the Kings organization, or any other corporation/business are largely afraid of showing some character. Too afraid to offend or make a mistake. Too quick to play it safe. If you want to have any chance of connecting with people, especially over something as inane as twitter, you need to step out of line a bit.

    I know lots of people raised an eyebrow when the Kings sent that tweet, and almost as many thought it was a little out of line and probably a lot bit over confident. But, as a kings fan, I couldn’t help but smile big that the whole team/organization was feeling confident even after 1 game in the first round.

  11. @LAKings using biznasty as a template for a little milder version of shocktweeting?

  12. We stumbled over here by a different website and thought I should check things out.
    I like what I see so now i’m following you. Look forward to exploring your web page again.

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