FULL DISCLOSURE: Not only am I an Arsenal fan, I’m the founder of Arsenal America , the official U.S. supporters club for the team. So it’s no surprise that I would eventually get around to conducting a Q&A with someone from my beloved Gunners.

Arsenal’s strength in online activity, and their fans’ social media prowess have both been well documented and I got a chance to speak with Michael Antwi, Social Media Producer with Arsenal Media Group to find out more about the club’s strategy.

What is your job title, and what do you do?

I am the Social Media Producer at Arsenal Media Group. My role involves leading on all social initiatives at the club with a focus on editorial and social video.

Arsenal are very progressive in the social/digital realm. How many people are on the team and what are your primary business objectives?

There are roughly 40 people or so in the media team and we all contribute to Arsenal’s digital/social output in some way. For us the main the focus right now is building up a database via our digital membership scheme, as well as regularly reaching and engaging our fans across the globe.

Do you tend to compare your efforts to other clubs, or to brands like Puma, CocaCola, etc.

I wouldn’t say we ‘compare’ ourselves to other brands or clubs because we all have different objectives. On the other hand, we do keep a close eye on what others are doing to keep ourselves in the loop. Sometimes, content we see from others can spark an idea that we might run with in the future.

Do you work with outside agency partners to produce social content, or is it all done in-house?

As a media department, we rarely work with outside agencies to create content for ourselves. However, when working with club partners, we tend to work closely with their agencies to create content for them.

There is a tremendous amount of buzz around VR right now, is that something Arsenal is looking at? If not, what other new platforms are you excited about?

Of course we are looking at this! We just have to make sure the way we utilise this technology has a mutual benefit for our fans and ourselves. There are other platforms we are carefully observing but at this point I will remain tight lipped on what they are!

A big thank you to Michael for his time. You can check out my Q&As with Bayern Munich and New York Red Bulls as well. You can follow me on Twitter @RickLiebling