The document discusses the NHL's social media strategy and opportunities. It notes that NHL fans are younger, more affluent, and more tech-savvy than other major sports leagues. The NHL aims to develop its audience and drive revenue through platforms like social media, video portals, mobile, and connected devices. Key goals include growing the NHL's social media presence, driving traffic to NHL.com, securing partner activations, and measuring success through indicators like platform growth and increased media consumption and engagement.