Twitter: "It's not about making money, it's about what it brings to the fan" (Boris Helleu)

"Twitter enables the club to communicate at any moment and to promote proximity with fans, through its tone and content. Actually, moments of interaction are not limited to the 90 minutes of a match any more," says Boris Helleu, digital expert and senior lecturer at the University of Caen (Basse-Normandie) to NTF on the 29/07/2013.

He explains the importance of considering social networks as a tool for community development rather than as a mere lever for making money. "Content must be varied, regular and often exclusive. Twitter, like other social media, marks the end of the Top Down relationship in communication. Now everyone is potentially the media and we consider that the fan is able to produce quality content, sometimes better than the club."

Boris Helleu highlights for NTF the role and importance of Twitter in optimising the fan experience in stadiums, as Euro 2016 is approaching: "Everyone agrees that France missed the boat in 1998, it would be a shame to miss out on the connection of stadiums too. "