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While Facebook and Twitter highly encourage sharing of content – the NHL wanted to take it a step further by combining those features to create an even more personalized online experience. The League debuted a best-in-class fan page on Facebook in October 2009, which has helped grow the NHL’s following on the popular social network to more than 200,000, a 35% increase. With that in mind, the NHL was invited to act as one of several poster children for a new Facebook tool called “social plugins.” Social plugins allow users to see what their friends have liked, commented on or shared on sites across the web. In less than one month after the integration reveal, Facebook recognized NHL.com as it demonstrated the success NHL.com had achieved.  NHL.com has seen an 80% increase in referral traffic from Facebook, as people interact with articles, scores and videos and a 35% increase of Facebook fans.