Story of the Week: Tampa Uses Twitter to Break News

At 2:44 PM on Thursday, August 13, the Tampa Bay Lightning took a huge step forward on how NHL teams will be measured on how they use Twitter.

The Lightning’s Twitter team posted (AKA Tweeted) this message: “The Lightning are making a trade today. They'll be getting a player and a draft pick in return. More to come....”

It wasn’t from an anonymous hockey blogger, a fan or even one of their beat writers. It came directly from the team. Instantly, everyone who was flowing them on Twitter knew that Tampa was making a trade. And instantly, followers wanted more info. No doubt, page hits dramatically increased for Tampa’s website.

At 3:31 PM that same day, the Lightning finally broke the news of their trade with this Tweet: “The Lightning have acquired LW Drew Miller and a 3rd rd pick in 2010 from Anaheim in exchange for Evgeny Artyukhin.”

Not the biggest trade in the hockey world. In fact, the impact of his trade might be felt more off the ice and then on it by the way the message was delivered.

At this point, I believe 29 of the 30 NHL teams use Twitter. Until yesterday, the 29 teams used Twitter mostly to deliver promotional/marketing news and website updates. Some teams used Twitter to update their draft board at the draft, but that news was also available on countless other websites and Twitter accounts.

The Lightning not only broke the news of the trade, they teased it to everyone.

It was an excellent way for Tampa to drum up interest in a trade that would hardly make headlines in the middle August. It also increased websites hits and the amount of followers they have on Twitter.

Today, people are talking about the Tampa Bay Lightning acquiring Drew Miller and a 3rd round draft pick not because Drew Miller is the next Wayne Gretzky, but because Drew Miller will become the answer to a trivia question on a potential historic moment for the NHL and Twitter.

TSN.ca: Feuding Owners in Tampa

TSN.ca Headline: FEUDING LIGHTNING OWNERS MEET WITH COMMISSIONER BETTMAN

For the past few seasons, it doesn't seem like the Lightning can get it together. Steven Stamkos is a wonderful kid and in the few times I met him, you get the feeling that you want to biuld a franchise around him. But last year they basically hyjaked his rookie season with over-marketing and over-hyping him. The team also let go of a lot good and long-time staffers like PR man and my colleague Jay Preble, but have not replaced them with adequate replacements.

There is no doubt the lockout hurt this franchise more than any other.

The Lightning have a really good arena, a pretty good area surrounding the arena and a fan base that will support the team. Hopefully this ownership group can right the ship after this meeting with the Commissioner and find a way to make it work.

If the team has good leadship from above, then Tampa Bay will become a strong team on the ice again.

Yup, that was a canon

Sometimes, you can’t make something up this good if you tried.

Today is the annual Gasparilla Pirate Invasion in Tampa. What that means is, the harbor outside of our hotel is full of boats, pirates and drunken people all there to have a good time. Oh yeah, and canons that are going off every other minute.

It’s one big party, which started before we even woke up today. It’s the Mardi Gras of Florida with beads, booze and everything else.

Between the loud music, the cheering, the fireworks and the canons – have I mentioned those yet? -- so much for the pre-game nap!

Oh yeah, there’s at least two boats that keep blowing their horns.

When I stepped into the elevator this morning for breakfast, I rode down with a pirate and two of his lady friends - also dressed up in pirate-eque garb. Very interesting trip for the buffet.

This is quite the experience. At least the dads are enjoying themselves!

(Pictures are 2 views from outside of our hotel...)