How one click from Celtic owned the internet for a day

It was looking very much like a quiet Hogmanay, five days since the last game and 18 long days away from the next. 

Over the last two days news of Celtic transfer activity was trickling out of Japan. Was it one, two or three players? Fees agreed? Work visas agreed? Medicals passed. 

It could have been dragged out over the weekend but with no warning Celtic clicked on PUBLISH on their Social Media platforms and suddenly there was no more need for Reviews of the Year, Team of the Year or quizzes. 

At a stroke, a day before the transfer window officially opened and all of a sudden Ange Postecogluo had three more players that he knows all about. 

4,300 likes

9,800 likes

26,400 likes

The splash this morning once again underlined the significance of digital media. Instantly everyone interested was aware of the news, fans shared the posts and links, blanket coverage was assured. 

In years gone by players might have been collected by car at an airport, whisked away somewhere secretive as a Press Release was prepared hoping that no-one breaks the embargo. 

As the figures above demonstrate news travels fast. Next week the players are likely to be formally introduced, take part in their first training sessions with thousands of new eyes from Japan and across Asia on the European side pinning much of their faith on four Japanese footballers led by a former J-League manager. 

Figures correct at 4pm CPT.