Leveraging online and offline marketing at the NHL

This is probably the first time in my writing career that I have interviewed someone from the National Hockey League. In our MediaBlather podcast series, Paul Gillin and I talk to Mike DiLorenzo, the publicity director of the league, about his use of blogging, Twitter, and other online tools. What is interesting about the NHL (and believe me, I am as uninterested about watching hockey as one can be) is how they are working both online and physical worlds to leverage the best aspects, all to spread the word and get more fans of particular teams connected.

You can hear the entire podcast in episode 96: Social Media on Ice here. Yes, ep. 96! Paul and I have a lot of fun with this series of almost weekly podcasts, and you should subscribe to our feed and listen to some of the older ones too.

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