Michael Clarke becomes Captain Tweet
So Australia has a new cricket captain. With social media now such a big part of all our lives, it is perhaps fitting that the armband has been passed to Michael Clarke (or @mclarke23 as his many Twitter followers know him).
Clarke. who has more Twitter followers than any other Aussie cricketer, was officially named as Australia's new Test and one-day skipper today, following Ricky Ponting's decision to stand down.
Australian cricket is going through a transitional period of late, with the World Cup disappointment following a home defeat in the Ashes.
The team has come in for its fair share of criticism, with Clarke in particular getting a rough ride from some elements of the media.
At the end of January he got slammed for tweeting about trying to find a date for one of his team-mates.
Thankfully, Clarke hasn't been put off and has remained a prolific tweeter. His followers have also increased dramatically from 80,000 a couple of months ago to over 100,000 today.
Twitter campaigns can be a great way to engage people – whether that's customers or cricket fans. We hope Clarke will keep tweeting now that he's got the captaincy permanently.
As we said back in January, sports stars should use Twitter to give genuine access to their fans. When you get someone like Clarke whose tweets come from him rather than through a PR filter, it's kind of refreshing.
Keep tweeting, skipper.