Premier League club Southampton stunned supporters and neutrals alike when they unveiled that they had 'hashtagged' one of the stands of their St. Mary's home.
Launched as an initiative to raise awareness of the club's social media presence and promote supporter-to-club interaction, the Chapel Stand has been altered.
The stand previously used white seats to display the club nickname of "SAINTS" behind the goal. Following the alteration, the seats are now positioned to read "#SAINTSFC" - an image of this can be viewed here.
Jordan Sibley, head of Media at Southampton, commented: "At Southampton we are always looking at new opportunities to innovate and lead the way in what we do, and this includes our social media strategy.
"We recognise that engaging with our supporters is a key method of keeping them informed and feeling part of the Club, and using Twitter is the fastest, easiest way of communicating with them.
"In becoming the first Club to add our official hashtag to our stadium seating we hope to indicate to the Premier League's global audience exactly how to interact with the Club and all of our supporters."
Southampton Football Club have more than 135,000 followers on Twitter, as well as almost 60,000 Facebook fans. The media team have also worked to establish an active supporter base on YouTube, Instagram and Google+.
In January 2013, Southampton were the first Premier League team to use Vine, a new short-video service designed for use in conjunction with social media website Twitter.
Southampton last week became only the second Premier League club to broadcast live on its YouTube channel, as Mauricio Pochettino's pre-West Bromwich Albion press conference was aired online.
Club record signing Dani Osvaldo was also put in front of the live cameras, as Southampton yet again demonstrated their awareness of the power of social media by broadcasting the Italian forward's presentation live, once again via YouTube.
Southampton Football Club's success in the field of social media has not gone unnoticed beyond the footballing fraternity either.
Earlier this summer, the Saints were the only football club named in the Social Brands 100 by social media agency Headstream.
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