Celtic’s social media presence has been a contentious area for many supporters over the years, with the club and its fans enjoying a love-hate relationship in recent history. Despite this era of relative domestic dominance in Scotland, the club’s media team in charge of communication through Facebook, X (formally known as Twitter) and other platforms have faced backlash from many individuals, unhappy with the information – or lack of it – coming out of the side digitally.

Of course, the most heated period was during the 2020/21 season – the failed ‘10-In-A-Row’ campaign’ – where Celtic’s contact with supporters was at its most distant. Not helped by the pandemic that the world was facing at that time, the side was faltering on the park, leading to a breakdown in communication between the lifeblood of the club and the institution itself. Who can forget the numerous happy birthday messages to players – both past and present – as Neil Lennon’s team continued to stumble at the final hurdle before immortal greatness? Radio silence sometimes became the norm from Kerrydale Street and Lennoxtown, as Celtic supporters demanded change from top to bottom, making their feelings heard on Facebook and especially Twitter during the cold winter months. It was a dark time, both on and off the park.

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You may be asking yourself: “Why are you going over old ground that occurred years ago?”. While that is very true, it is important to report and document on positive change when steps have been taken to bridge gaps. Thankfully, the days of 2020/21 are long gone, and the club are a lot more open with their supporters than what they were just under four years ago. This was demonstrated most recently over the past week, as Celtic’s social media output was nothing short of incredible.

Aided by the on-field heroics of Brendan Rodgers’ resurgent side – who is no stranger to criticism online himself – Celtic won their third consecutive league title versus Kilmarnock at Rugby Park, which was followed by droves of content from their social media channels and platforms. Cameras in the dressing room, interviews with some of the heroes on the night and some hilarious nods to the past brought those not lucky enough to be in amongst the celebrations in Ayrshire to the party through the power of the internet. The togetherness was apparent last Wednesday, that’s for sure.

As the result was essentially determined very early on in proceedings, the North Curve collective announced via their socials that an afterparty was to take place on the Celtic Way for the team bus arriving back in Glasgow. The club honoured that RSVP and duly delivered, making sure that the players and staff could sample the party atmosphere that those who turned up to Celtic’s home, despite the time. It made for a momentous occasion, which was captured by both onlookers and the club themselves via their online platforms.

The club are more self-aware – or they show it more now – than ever before. Trophy Day last Saturday was a perfect example of this, as those in charge of social media took the occasion as an opportune time to let their collective hairs down. This was most notable when the Scottish Premiership trophy was presented by none other than Santa Claus in May! A hilarious nod to the frosty reception Father Christmas received at half-time against Hearts last December, when he was booed onto the pitch. Celtic referencing this – both in person and online – indicates a mending relationship between the two parties, and a humorous outlook on a situation that was pretty toxic at the time.

Speaking of potential toxicity, Celtic touched upon a contentious area in their six-minute highlight video on Monday, when Rodgers was asked about dissenting supporters concerning his return at his first press conference back in June. A very bold tact, but one that improved the storytelling aspect of the package, and gave an insight into some fans’ perceptions at that particular time.

No two ways about it, the club’s media team have played a blinder this past week, with many major players in and around the Celtic social media scene quick to point out the ‘great content’ through the team’s channels online - a far cry from the very public disapproval shown in the recent past. They have shown their humour and self-awareness to not take themselves too seriously, which seems to have resonated with the support. This can only bode well for the future, especially through pre-season this summer when the club will be expected to be busy in the transfer market.

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Of course, it helps that Celtic are in a good place on the park, as the prospects of a domestic double are still in reach for Rodgers and his elated side. With the Scottish Premiership – and automatic Champions League qualification – secured, the side is in the metaphorical ‘good books’ with their supporters. Good can turn into great this weekend, however, as the prospect of a Scottish Cup final versus Rangers looms large for both sides of the city. One can only imagine what the social media team have up their sleeve if Celtic can finish the job on Saturday afternoon at the national stadium.

For now, though, it seems as if the harmonious relationship between supporters and the institution are here to stay, especially online. A welcome change from the doom and gloom that seemed to dominate the social media circles surrounding the club this campaign for long spells.