Changing the game? The impact of Twitter on relationships between football clubs, supporters and the sports media

Abstract

Twitter is making headlines as footballers and supporters use the social media platform to get their fix of football news or vent their views on the game. This essay explores how football clubs are coping with this relatively new form of media and how it is changing their relationships with fans and journalists. The essay’s new empirical material is based on a survey of Football and Premier League clubs, combined with analysis of Twitter content. Findings show that Twitter is opening up new, direct forms of communication between clubs and their fans. These are challenging the traditional roles of sports journalists. However, journalism’s continued strength lies in its detachment and independent voice. Twitter is also allowing players to find their voice and create powerful personal brands. There is currently a lack of leadership, clarity and coherence among clubs and football authorities over how to regulate and manage this.