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Talking Twitter With Michael Yormark

by Staff Writer / Florida Panthers
Originally seen on

As President and Chief Operating Officer of the NHL’s Florida Panthers, Michael Yormark is always thinking of ways to build the Panthers brand and increase its standing with hockey fans in South Florida and across the country.

Mr. Yormark recently sat down with to discuss his team’s social networking presence, the team’s new Social Networking Coordinator position and his own Twitter account.

You are one of the first team Presidents to join Twitter. As President of the Panthers, what made you want to join Twitter? How do you think using Twitter enhances your brand?

I have always enjoyed communicating directly with our fans. I have probably 200 or so fans that I talk to on a regular basis – I return all of their e-mails, I give them my cell phone number, they call me in the office and I’ll even have lunch or meetings with them from time to time. Not only is the interaction something that I enjoy but it’s also extremely useful in terms of shaping the way we run our business on a daily basis. In that respect, Twitter is yet another means to an end. It’s a way to give up to the minute updates to our fans on what we, as an organization, are working on, and to get almost instantaneous feedback.

The Florida Panthers recently advertised a new position with the team, that of the Social Networking Coordinator. What does this position entail and why did the organization feel it necessary to add the position now? How does this new position differ from the more traditional PR roles in an NHL front office?

Well, we’ve had this position in house for about a month now and I have to tell you, it has really opened our eyes to how much diligence and time we have to lend to the implementation of these social media outlets, in order to have the type of success we want. Our goal with the SSE Media Network is not only to generate thousands of new fans for SSE, the BankAtlantic Center and the Florida Panthers, but also to develop a multi-million dollar revenue stream that can subsidize our unique marketing and public relations initiatives.

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