The invention of social media has transformed the way football clubs connect with their fanbases. From Facebook to Twitter, to Periscope, Snapchat and Instagram, there is a host of digital platforms for clubs to pump out content. It has become a conversation, a social interaction to make people feel like they are part of the club.

But what is it like to be on the end of all of those love this admin or admin needs a payrise replies, or to see gifs and memes dominate the replies to tweets? The Athletic spoke to several social media managers to get their views on how football clubs can use these platforms to improve not only the way they interact with supporters, but for the benefit of society as a whole.

Twitter is the dominant platform for interaction, but it has evolved since it was first used by football clubs. Gone are the days of bland, corporate tweets. They have been replaced by fierce competition over who can come up with the quirkiest, most...

More here:
From 'orchestrating banter' to being repeatedly told to 'announce Babacar': the exhausting world of running a... - The Athletic