Sports fans love to talk about their teams, so they're the perfect target for social-media marketing campaigns, says Michael DiLorenzo, the NHL's director of social-media marketing and strategy. The league is using social channels to build buzz as the new season gets under way, and many teams are partnering with other brands for targeted social promotions. "Whether it's Tweetups or Facebook apps, social is definitely something our teams view as a 'must have' fan touch point," DiLorenzo says.

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