The ECB have taken another step in formalising their social media approach by appointing Modern-English. 

The company is based in Manchester and has worked extensively with music-business clients inclusing EMI, Ticketmaster, Sony and Ministry of Sound.  They successfully pitched for the business and will be charged with devising the strategy, content and technology used to both increase their links with the cricketing public with, I imagine, a side note to increase the ECB’s income streams and database contacts in the process.

This is in addition to their appointment of a Social Media Executive back in May.  It has been an interesting time for the governing body and no doubt this has been partly influenced by the press gained by Kevin Peterson, Azeem Rafiq and Dimi Mascarenhas this summer.

Surprisingly there is no mention of training in there ahead of the high-profile Ashes tour where no doubt we will be hearing from within via Peterson, Paul Collingwood, Graeme Swann and not to mention the Radio 5, SkySports and other commentators and journalists.

 It will be interesting to see what new initiatives Modern-English come up with and how much freedom they will be allowed with a heavily regulated and political organisation such as the ECB.  Hopefully there will be more to shout about than a new iPhone app and YouTube channel.

We shall reserve judgement for now but will be keeping an eye on developments at Lords here at UKSN.