Although they don't do it very well, football clubs still seem particularly keen to try and keep clinging on to vanished notions of 'command and control" PR. Only this week The Guardian was banned from covering Leeds United match because one of its reporters asked a question the chairman didn't like.
Today, the Guardian launches The Secret Footballer blog, apparnetly written by a Premiership player. Here's what he says about social media:
"....it's the players, through Twitter and such like, who have brought back the sense of connection between footballers and fans that for so long was held up by journalists as an example of the "you and them" scenario that developed when money began to flood into the game and, in turn, players' wages increased out of all proportion with the man in the street.
"This connection, albeit through the internet, is hugely important and because of it we must not allow social networking to become a dirty phrase. For this generation, Twitter and Facebook offer a wonderful opportunity to follow almost any player you like and interact with them."