What Berwick Rangers going viral tells football clubs about social media

Bayern Munich and Roma are not the only clubs gaining fans online – as Berwick, Motherwell and Celtic showed last seasonBy Simon Meehan for Nutmeg magazineIt’s 4.50pm on a cold, blustery Saturday in March and I am at the in-laws’ house on the south coast of England. Cups of tea have been distributed, rugby is on the TV and Scotland are trundling to another defeat. Amid sympathetic murmurings, I glance at Twitter for the score that matters...