Hockey's social media culture is fine. Most players aren't particularly active on social media, but that is fine. They have the choice to share what they want from their personal lives, and as someone who does not have much of a social media presence, I think that is the wise move. Especially for public facing people like athletes, social media just opens the door to receive loads of toxicity and criticism. Of course, social media can be a good way to connect with fans, but I think the negativity far outweighs the positivity. Of course, there are some player who love social media, and I think it does help grow the game, but the league does not need to force or incentivize their players, especially their stars, to be more active online. The NHL's lack of superstar culture compared to other sports is rooted in the fact the hockey is much more of a team game where one player cannot have the same impact compared to other sports.