The Calgary social media department is very strange compared to the way the Tampa department is ran.  Everyone on the team, as expected, goes through rotations on when to appear in certain media.  Sometimes they base it on if the player is hot on the ice and trending on twitter and sometimes it is just to provide some comedic relief if the team is doing poorly at the time.  Strom handles this as professionally as he can (especially since the appearances are mandatory written into his contract by the team).  When it comes time for him to do his promotional work, because he is a veteran in the league and aging he usually ends up doing jokes about swiss cheese and being old.  His most recent appearance has him between the pipes taking shots from toddlers whilst using a cane as his stick.  Its particularly trendy whenever Grogu is dressed up as a toddler (since he's so short) and scores...at least that's what the twitter metrics say.