The Sydney Swans Football Club are an AFL team originally established in South Melbourne back in 1874 before moving up to Sydney in 1982. The club just recently reached over 40,000 members, which is a new record. To keep all the clubs members, as well as other fans around Australia and the world, the Sydney Swans has set up several different social media platforms to better connect with their fans. This enables them to continually post and keep their fans updated with team news, player changes, membership updates, contact details, events, etc. As a start, the Sydney Swans have their own website with all the latest team news, events, statistics, membership details, etc. To get everything the Swans website is the best place for members and fans to get the information they are after. This again helps them connect with their fans as well as promote the club as to gain more membership and support, which all leads to continual sustained growth for the club that is essential to be successful. Over the last few years, the Sydney Swans have introduced several new social media platforms to connect with their fans, which have also added an extra element to the fan experience as players can now write personal messages and opinions and post their photos and videos. The first of these social media platforms is Facebook, which is actually connected to the club website. So any articles or news updates regarding the club are posted on Facebook and are just linked back to the website page. Some players also have personalized accounts that they can post their own opinions and photos. This has created a more personable connection between players and fans that has not ever been seen before, and is clearly illustrated with the constant growth in membership figures not just for the club but the AFL as a whole. However, Facebook as a social media platform is the most limited in terms of the player and fans relationship, with Twitter and Instagram being the most used for personal use of players. Twitter is used to give everyone the power to create and share ideas and information, instantly, without barriers. It is used both by the club that posts statuses and updates of club news and events. But also players on an individual level post their own opinions and thoughts on it. This is also the same for Instagram where both the club and players individually can post photos and comments for the fans and general public to see. This again is just a very easy and simplistic way for the club to keep fans updated with the latest news and events. It also means they get a greater insight to the lives of their favorite players, and get to know their own thoughts and perspectives and it takes fans closer to the game than ever before. This greater fan experience is very attractive to the general public and has seen over the last few years constant growth in membership and has created a whole new point of view in the game of AFL. This all further demonstrating how the Sydney Swans football club uses social media to promote and grow the club.