Football and social media: fans, clubs, and what happens next?

Put Niels In Goal

FulhamSocial media has exploded, growing exponentially in recent years and becoming a necessary form of engagement between brands and customers, and a talking-shop in the realm of consumer-to-consumer brand-centred conversation. As a recent event, Fever Pitch, hosted by Pitch London as part of Social Media Week, highlighted, football clubs have taken a two-footed leap into the world of social and are now thoroughly engaged in the various platforms available. This raises some interesting questions about the changing nature of the relationship between clubs, fans, and other brands, and also about how football in general is and might use social.

As with any emerging trend, and do not be fooled by the apparently entrenched nature of social, for this is an area still growing, changing, and waiting to be fully understood, there is a lot of debate and confusion about what the role of social is going to be. There seems…

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