The Twenty20 World Cup cricket tournament kicked off this week and it will be, by admission of the International Cricket Council (ICC), the “most socially-networked event in the history of cricket”. Given that we’ve just enjoyed a summer of intense sporting activity too, thanks to the Olympic and Paralympic games, it seems hard to remember a time in which social media and sport were not intrinsically linked to one another.

And yet really, we’re all still on something of a learning curve when it comes to gracing social media etiquette – in particular it would seem on Twitter. It’s not hard to see why – professional sport is made up of a melting pot of passion and profit, while Twitter is a world stage from which any sports star – and the brands associated with them – can share their emotion and involvement with a tournament or event. For the most part this is all good – but there have been times when things have backfired. Read more »