Harnessing the power of the latest social media platforms to engage football fans can be a tough line to walk. Being authentic whilst also sticking to rigid brand guidelines is a challenge that some football clubs just don't take on. That's not the case at Juventus where this episode's guest, Mike Armstrong, leads a team of content creators whose job it is to interact with fans of the Serie A club in new and innovative ways. Mike joined Juventus from a background in esports, bringing with him a knowledge of platforms such as TikTok and Twitch, both of which he has integrated into the communications strategy at Juventus to great effect. On this show, he and Footballco's Alex Manby discuss what content has worked best on the platform, the growth potential within these channels and the strategy behind using them to announce the arrival of flagship signings such as Dusan Vlahovic who joined the club in the 2022 January Transfer Window. You can see Juve's excellent TikTok and Twitch content via the below links: TikTok: https://www.tiktok.com/@juventus Twitch: https://www.twitch.tv/juventus The Footballco Business Podcast is a show focused on the most innovative people working in the world of football media, brands and marketing. Each episode features some of the most creative minds in the sport, getting their views on the business behind the beautiful game – from partnerships and branding to esports and new platforms. Make sure you are following this show so you never miss an episode and find more from Footballco via @Footballco on Twitter and https://www.linkedin.com/company/footballco/ on LinkedIn. The Footballco Business Podcast is in association with Soccerex. Find out more at https://www.soccerex.com