Many football clubs in the world understand the importance of a social presence; it is, after all, the type of business that would be perfect for a social community.  Football clubs have passionate supporters who very well may live and die by the performance of their team.  By taking advantage of this captive and devoted audience, clubs like Manchester City have proactively nurtured and expanded their fan-base.

Take a look at the Manchester City website, Facebook Fan Page and Twitter Account.  Notice how active they are in posting content, replying to tweets and offering an amazingly intimate environment for their supporters.  This is the key to successfully managing your social presence; understanding that people are ALREADY captive and just want you to recognize them as individuals rather than a mass of faceless supporters.  When “Mike Johnson” or any other possible supporter writes on the Facebook wall there is a strong possibility that they may receive a reply.  This excites people and builds that ever-elusive brand loyalty that all businesses strive for by creating a personal relationship.