We all Follow The Chelsea – But They Are Unlikely To Follow You

For those of you uninterested in Twitter you can minimise the window now as the next few paragraphs are all about Chelsea FC on the technological phenomenon.

At the start of the week the clubs official twitter account was followed by over 500,000 fans and in turn followed the accounts of over 4,000 people including many fans.

Earlier yesterday however the axe fell and the club decided to unfollow 97% of its followers, as those in the #Occupy movement might say we the fans are the 97%.

Gone are the avid fans and blogs and instead the club follows just 123 accounts namely the official accounts of other clubs, recognised national and local media and a bizarre mix of random celebrities including boyband JLS, Canadian teenage father Justin Bieber and the elusive Drake who I have never heard of.

I am unsure who Drake is or why he is followed by the club, but I am assured that he is not a duck.

So does this matter?

Well not really, no one has really been affected beyond a minor scratch on their ego.

Yet these fans were not hurting anyone and by removing them the club have probably lost some goodwill that was generated by this small gesture.

This act signals another media faux pas by the club as it moves to control its media image and output.

Whilst the club is in its right to sculpt its media strategy as it wants sometimes it should remember that sometimes it is the small things that matter to people and act accordingly.