The topic of this thesis was to figure out how teams in North-American major ice hockey league NHL use Twitter on daily basis. There were four teams in comparison. Two teams that had the best audience attendance percent and two teams that had the lowest percent of audience.

The theoretical part is about branding and how to use social media as a tool in branding and marketing. Also the categories in research are elaborated through theory in order to get comprehensive picture what they really mean.

The research material of this thesis is everything that the teams shared through Twitter in specific period of time. The material was categorized in five different classes, which were events and news, engagement, commercialization, creativity and corporate social responsibility. This way we got more clear understanding how each team uses their Twitter.

By analyzing the results, we discovered that Twitter is used mainly for sharing gameday material and news. Another major discovery was the difference in engagement between teams that had high audience attendance to those that had problems to get people in their events. Engagement is considered as the most important thing to do in social media. In theory this is pretty obvious but now it’s proved by research.

Overall the material the teams shared was enough to get understanding how they use Twitter and what they want to give to their followers and fans.