In November 2012 we wrote a piece for this website which essentially explained why the use of social media by sports people is here to stay. However, there is little doubt that the irresistible march of social media has been met with trepidation in the upper echelons of many sports organisations. As vividly stated by Hugh Morris, Managing Director of the England and Wales Cricket Board, when referring to players' use of social media:
'When [social media is] done poorly it is a complete and utter nightmare for those of us trying to manage and lead teams. It is like giving a machine gun to a monkey.'