Before he posted the YouTube video "Together We Can" for the world to see, Janne Makkonen (@JanneMakkonen1) estimates that he had 500 or so followers on Twitter. One week later, that number quadrupled.
It helps when NHL players Jack Johnson, David Perron, Ryan Nugent-Hopkins, Matt Duchene and Logan Couture plug your video, and it helps when you're getting love on Twitter from everyone from director Kevin Smith to the Canucks Green Men.
Makkonen's following on Twitter erupted and the video, an eight-minute passionate plea on why the NHL must avoid a lockout, now has more than half a million views.
It's also the best example yet of how social media has the potential to be a game-changer during NHL CBA negotiations as another lockout closes in. And so far, public opinion has been strongly favoring the players.