Chucking phones out of the dressing room to stop throwing games on the pitch - Part 1

Social media offers a previously unparalleled opportunity for engagement with brands, companies and users due to the instantaneous access to significant part of the global population. Although things are improving, platforms such as Twitter and Facebook are yet to be used by clubs to anywhere near their full potential despite being capable of delivering high revenues at low costs compared to traditional media outlets. This has created an ability to generate revenue from the commercial possibilities it presents e.g. revenue generated as a result of careful management of goodwill which develops the "club" into a "brand". However, inevitably as with most new technologies, the possibility of exploiting such platforms for underhand gain has become an issue which is gaining increasing attention.