Chelsea Football Club has launched own official Twitter account

The Chelsea Twitter is the latest in a number of initiatives by the club in social media.

Twitter allows people to update each other via web blogs, mobile and text messages, also known as micro-blogging, in response to the question 'What are you doing?'

Those who log onto www.twitter.com/stamfordthelion will see a variety of micro-blogging content in the form of news, views and observations from the club's stadium at Stamford Bridge as well as the training ground in Cobham.

Communication and public affairs director, Simon Greenberg, said: 'This is a really exciting project and is another toe in the water for us in terms of social media.

'We want our Twitter to have its own tangible personality, a little bit of mystery and be fun. Our mascot Stamford the Lion seemed the obvious choice because Stamford's identity has always been a very closely guarded secret and the origin of our 'tweets' will also be.

'Hopefully people will want to follow what Stamford is doing and seeing. What we can guarantee is that the mixture of content will come from the heart of the club, and be real, from breaking news to day-to-day inane routine, which is what makes this form of communication so compelling.

'At this stage it will be very editorial led but clearly there is a lot of potential here for communicating with our fans across many areas so I am sure as things develop over time social media will become an important part of engaging with this and other key stakeholder groups.'

Chelsea is one of the first football clubs to officially embark on such a project.

This follows a number of other breakthrough Chelsea innovations in new media this season including the re-launch of www.chelseafc.com and the streaming of pre-match press conferences live at: www.chelseafc.com/pressconference

Chelsea has also created a semi-official community platform for user-generated-content and interaction with fans, known as The Shed, which has the capability of distributing content to social networks, see: www.chelseafc.com/theshed

You can sign up to be a 'follower' of Chelsea's Twitter at: www.twitter.com/stamfordthelion