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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 season

By Simon Meehan for Nutmeg magazine

It’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. Dumbarton have beaten Montrose away and my mood is saved for the evening.

My attention, however, is drawn to the multitude of likes and shares appearing on a tweet from the official Berwick Rangers account: “Ugly scenes in the dugout as Cowdenbeath’s manager has just told [Berwick manager] Johnny Harvey to ‘take his face for a sh*te’ #BRFC.”

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