This week’s social media news might well be dominated by questions over whether it was right for Arsenal’s Twitter account to tweet directly to a journalist whose combined 11 ahead of the North London derby was made up exclusively of Tottenham players. Adam Crafton of the Daily Mail was then subjected to online abuse by gleeful Gunners fans.

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— Arsenal FC (@Arsenal) November 18, 2017

That was a throwaway tweet which doesn’t bring out the work that digital teams at football clubs actually do. Instead, that was detailed by Manchester City last week, when the club revealed the thought that went into their celebrations of Sergio Aguero’s record-breaking goal against Napoli in the Champions League.

Aguero was already assured of his place as a club legend for a whole host of reasons, not least his title-winning goal against Queens Park Rangers in 2012, City’s first Premier League crown. But he is now his team’s all-time top scorer, breaking a record set in the 1930s by Eric Brook. It was a milestone the club knew was coming up, and as such they were able to plan a content extravaganza including a catalogue of every goal the Argentine striker has ever scored for City and a personal message of congratulations to him from his friend and compatriot Lionel Messi.

The story behind the Man City Media team, how we planned, celebrated and executed Sergio Aguero : All-time Record Goal Scorer ⚽️1⃣7⃣8⃣https://t.co/Hb0H0OKigQ

— Matthew McHale (@MattMcHale10) November 15, 2017

Football clubs on social media is always one of the most visible stories, and as such, the engagement they can create and the impact they can make means social accounts are now a genuine revenue driver for clubs. But measuring that online performance and getting hard numbers is what will help to bring in new sponsors for things like starting XI tweets. KPMG Football Benchmark launched a new tool for measuring just that this week, as football clubs on social is increasingly becoming business rather than just a way to stay in touch with fans.

That’s not the only area where social media platforms are attempting to take over, though. We all know that live-streaming of sport on Facebook and Twitter is a growing phenomenon, and they along with Amazon have been snapping up rights to broadcast as much live action as they can. This week, Facebook announced that it would show college basketball this season, whilst Amazon also is extending its partnership with the ATP to stream World Tour tennis events exclusively live on Prime.

TV won’t die out anytime soon, but every week we see more and more sport coming onto social media and streaming platforms and that doesn’t look like stopping anytime soon.