More and more, sports executives are joining Twitter as a convenient way to reach out to fans and the media. John Lynch did so shortly after being hired as the general manager of the San Francisco 49ers. To the media, it was somewhat of a surprising move because they were used to Lynch's predecessor, who not only avoided social media but, at times, did his best to void the media altogether.
The decision makes more sense now. Lynch and the 49ers have been relatively transparent with the media and fans. Of course, they won't give away all their secrets, but the team often announces player transactions before the Schefters or Rapoports of the world. Sometimes, Lynch himself even announces roster moves via Twitter. One example was the signing of pass rusher Elvis Dumervil during the offseason.
Early on, Lynch's Twitter account was controlled by 49ers vice president of communications Bob Lange. The general manager posted his first tweet himself just before Day One of the draft and has been more hands on since then.
Fans and the media have appreciated the extra level of communication. Some of the thanks should be directed toward Denver Broncos general manager John Elway. Lynch explained why during a Friday morning interview on KNBR.
"I was never on Twitter before this year," Lynch told Ryan Covay and Kevin Frandsen. "I took to Twitter when I took this job at the advice of John Elway saying, 'Hey, it's a way to control some narratives.'"
As fans know, Lynch and Elway are close friends. Lynch leaned on Elway for advice while trying to decide whether or not he should pursue the general manager job in San Francisco.
Elway respects Lynch so much that he allowed Broncos director of college scouting Adam Peters, who was highly respected within the Denver organization, to join the 49ers as their new vice president of player personnel. It was a move that Elway could have blocked because Peters would not be getting full control of the roster.
You can listen to the entire interview with Lynch below.