When you make the decision to follow your favourite team, player or brand on social media, often the reason is to gain greater insight and access. So, who better to hear the latest news from than the person who knows what happens and why, your club Chairman?

Being a Chairman in the world of sport is hard enough; so couple that with the difficulties of maintaining an online presence, the reasons why there are few leading figures on social media is not hard to comprehend. However, the benefits of a Chairman establishing themselves online seem to outweigh any potential negatives.

For one, social media is not just about output. Being on social media channels where conversations are created and sustained gives Chairmen the chance to listen as well as talk. Gaging fans reactions to particular signings, news and announcements as it happens, is invaluable. Nottingham Forest Chairman, Fawaz Al-Hasawi, saw incredible backlash on Twitter when appointing a manager to replace Alex McLeish in late 2012. With fans urging him to revert back to their 2009 boss, Billy Davies who took the club to two consecutive play-offs, Fawaz did just that. Admittedly, other factors would have been involved in the decision, but it certainly seemed like the Kuwaiti businessman listened and most importantly, cared.

When it does come to output, Fawaz also sets a fantastic example. When the Al-Hasawi family took over the club in 2012, they were faced with a lot of criticism from fans online as they reshuffled the club and ignited a long-term strategy to get Nottingham Forest back into the Premier League. Although Fawaz is by no means free from online abuse, he has recovered a lot of support through the content and distribution he achieves on social media, justifying and explaining each decision he makes at the club. He gives himself a voice and people appreciate the explanations that are otherwise glorified in official press office statements.

The first place that many fans will turn to get the latest information on their club is often the official website. Whereas NottinghamForest.co.uk gives a corporate and formal run down of content, Fawaz achieves an informal and applicable tone with his audience. Transferring his position of authority into the voice of a fan, Fawaz creates a perception of a relatable relationship with arguably the most important people to his club — the fans.

Through the aforementioned interaction and conversations with fans, Fawaz has a great opportunity to show support and importance of fans, giving them ownership and significance in the eyes of the club and the powers that be.

A fine example of Fawaz showing character and personality when a Forest fan tweeted that he trusts the Chairman to bring in Messi, the chairman replied with a red-cheeked emoticon showing that not only is he listening, but also that he is willing to take the time to reply regardless of the seriousness of the conversation.

Interestingly, a relationship that is never truly exposed to the public eye unless behind press-amplified and dubious articles, is that of the Chairman and the players. Giving insight to an otherwise unseen relationship, Fawaz has been known to interact with his own players on Twitter, fueling fans interest and of the Chairman.

As it seems that a different players gets caught out each week for irresponsible behavior on Twitter, players have become a lot more cautious with their activity. Cautious that they might overstep the border in what their club, agent and teammates might deem acceptable for them to say, players freedom on Twitter is restricted. Alternatively, a Chairman has the power to seek productive feedback via social media channels, benefiting themselves, the team and the fans.

Whereas Twitter Q&As with players used to prove insightful and interesting answers to fans questions, the player’s answers can now almost be predicted. Social media officers at clubs often sit alongside players, hand-picking which questions to reply to and which ones to avoid. But, a Q&A with someone who makes the rules, coupled with the novelty of having your Chairman on social media, these limitations and boundaries are easily overlooked.

Although there are few Chairman on social media, Fawaz is not alone. David Gold, Chairman of West Ham United also uses Twitter to interact with his fans and share otherwise unattainable insight into running a Premier League club. Even his misspellings and illiterate grammar have an almost positive effect on Gold’s account and reporting as he appears transparent and open with the Hammers’ fans. The English businessman answers fans questions openly and honestly, even if his answer is not overly interesting or intelligent. For example, when asked what he was doing for Christmas by a fan on Twitter, he simply replied ‘nothing’ and when asked why there were no shorts available in the West Ham United club store, he admitted that he genuinely did not know.

As Chairman and managers embrace social media, they learn the value that allowing their players to be so active online has. Many managers have demonstrated archaic views that players should not be allowed to express themselves on social media and talking about certain topics is banned. Give them the chance to embrace social media and there views are extremely likely to change.

So, the questions begs… why are there not more football Chairman on social media? Are they worried about the harm it might do, or do they feel they are not educated enough to take on the responsibility of social media? Surely the benefits of having an online presence make it a worthwhile investment? It certainly seems that way for Fawaz.