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This evening, West Ham United Football Club will hold its first ever Social Media Match, in an attempt to engage with the 900,000 fans that actively follow the club’s Twitter, Facebook, Instagram and YouTube pages. The home fixture against Hull City promises to be a highly charged, experiential evening, during which the game will be fully documented across social platforms in a series of different ways.

Prior to the match, fans are invited to tweet messages of support to their preferred players using the hashtag #HammersShirt. 20 winning posts will be printed onto kits worn by the team during the televised pre-match warm up – a novel initiative to narrow the gap between fans and their beloved players.

This isn’t the only method developed by West Ham’s PR department to keep fans entertained during tonight’s fixture. During the game, a variety of competitions will be run alongside a live stream of the sporting action and fans have been encouraged to send videos of themselves recreating their favourite moment from the 2013/14 season. While supporters may struggle to select a highlight – having witnessed a meagre eight wins across 30 matches – I very much doubt that even the most disenchanted of Hammers will fail to crack a smile as the videos are played on the stadium’s big screens in the lead-up to tonight’s kick-off.

Considering the club’s current league table position and the disappointment surrounding the team’s performance, I think the idea of involving fans in the game is an excellent one. Social media is made for this sort of campaign and West Ham’s light bulb initiative is bound to rally the support of disgruntled devotees – fingers crossed for a victory!