Three problems I've noticed that touch on the NHL marketing their stars: 1. A great play that doesn't lead to a goal is rarely treated as a great play on social media. Most stars don't make elite plays that lead to a goal that lead to a win every night. Sometimes it's just a great backdoor pass, or walking 2-3 guys then establishing possession. That's still elite. Getting more people to see that will give the NHL an easier time showcasing the skillsets of these elite players. 2. Social media hockey fans tend to have a very high bar for what's an acceptable post/discussion about the NHL. Posts meant for new fans or to reach a wider audience are flooded with lifelong hockey fans who turn every opinion into a pissing match. It's hard to develop a unique opinion which isn't chastised and as a result, learning hockey is a lot more about studying the prevailing opinion rather than forming your own. 3. There are about 50 elite players and 12 cup contenders every year, each with another ~10 "main characters." It's just an insane amount of players. Going through Carolina, you could point to 12-15 guys who were absolutely crucial to the identity of their cup winning team. Vegas had about 12-15. If you're a newer fan, it's just not an intuitive process to understand why Rasmus Andersson is good but not actually good but still obviously good.