For any hockey team, growing and maintaining a loyal fan base is incredibly important. For those teams utilizing social media to communicate with fans, 7-8 months out of the year are full of content accumulation: from game photos, to recap videos to live tweets, etc. However, when that season ends and players return home, fans find other weekend activities to participate in, and social engagement begins to decrease, that is when the maintenance of the team's fan base is heavily dependent on the use of social media in order to keep fans entertained, loyal and excited for the following season. 

​

 By working to enhance social media posts across their Instagram and Facebook channels, the Hershey Bears can utilize this upcoming off-season to strengthen their relationship with the online Hershey Bears community and increase brand loyalty that will translate into the support of the team during the upcoming regular season.