Richard Arnold cleaning house | Making 'significant changes' to Social Media strategy etc.

city-puma

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The biggest problem is that people to this day don't understand the difference between a board/manager structure, and a DoF/head coach structure. And it's funny to read people wanting to apportion blame to the head of football development at United, which is a role that oversees the development beneath the first team. And the same roles do exist at other clubs. Spurs, Arsenal etc (to just name two clubs) have also had people as the head of development beneath the first team. And their remit is to oversee the development of their departments. So for example at Spurs, John McDermott was the head of development beneath the first team, and Pochettino controlled and directed the football side at first team level. Currently at United we have Justin Cochrane who is the head of player and coaching development and we shouldn't blame him for the mistakes at first team level.

The head line below is pretty self explanatory as far as the role of a DoF is concerned.


And as far as contacts go, Matt Judge was the director of contract negotiations in a board/manager structure with the manager having the luxury of having his own personal scouts. Players like Varane, Sancho, Ronaldo were signed under the same structure (I also had no issues with those signings). Because Solskjaer (the manager) didn't report to John Murtough but rather he was reporting straight to Ed Woodward according to David Ornstein/Laurie Whitwell. So there was no DoF structure at that time and one shouldn't be confused by someone being given a title when the manager model was still in existence. But those changes IMO were driven by Richard Arnold, who was preparing to take the reigns as the CEO, and wanted to be guided on the football side of the club by having the buffer of a DoF between himself and the head coach, which is a sensible move imo.

The role of the DoF is a simple role and should be evaluated over several years. And the experience one needs to be a DoF is to be able to run multiple football departments on the football side of the the club according to Dan Ashworth. And one shouldn't compare the way the RedBull clubs operate as something we should also do because we're Manchester United and not a stepping stone club that buys young players to then sell for profit a few years later.
Really good read and very informative.
In your opinion, what is the nature of this latest restructuring? The report says that Murtough is taking full control of recruitment and they will hire a new football director.Does the new hire report to Murtough? Or, the new hire is a parallel to Murtough and report to Arnold?
 

AndySmith1990

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Can't pretend I give a toss about social media, but it is encouraging to hear the new CEO is at least attempting to fix the mess his predecessor left behind
 

Kostov

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Can't pretend I give a toss about social media, but it is encouraging to hear the new CEO is at least attempting to fix the mess his predecessor left behind
There were at least 10 occasions in the last 9 years in which his predecessor Ed was "cleaning house", "restructuring" or some similar bullshit, only for a more incompetent twat to be installed. So don't get your hope up until we see some actual results.
 

kthanksbye

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About time it changed, I'd be less annoyed if the posts were just tone deaf, but they aren't, they're specifically designed to invoke a reaction from the fans to increase engagement. It's embarrassing how this was allowed to go on.
 

crossy1686

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I agree here. At least we're not doing that small time thing clubs do by having banter about other clubs.

Saw Zenit posting videos of them celebrating a trophy win with captions of "Hey Manchester United, this is what a trophy looks like."
Yesterday we posted a tweet that was celebrating Ten Hag being on the cusp of winning a league title with Ajax. Something that we’ve not been anywhere near in 10 years
 

OmarUnited4ever

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The changes are positive in nature, but what matters the most is following a plan and sticking it to it no matter what, we will not see the impact of these changes now, but I can acknowledge the changes being real and with intent.


And as far as contacts go, Matt Judge was the director of contract negotiations in a board/manager structure with the manager having the luxury of having his own personal scouts. Players like Varane, Sancho, Ronaldo were signed under the same structure (I also had no issues with those signings). Because Solskjaer (the manager) didn't report to John Murtough but rather he was reporting straight to Ed Woodward according to David Ornstein/Laurie Whitwell. So there was no DoF structure at that time and one shouldn't be confused by someone being given a title when the manager model was still in existence. But those changes IMO were driven by Richard Arnold, who was preparing to take the reigns as the CEO, and wanted to be guided on the football side of the club by having the buffer of a DoF between himself and the head coach, which is a sensible move imo.
I remember you wrote about this extensively on the forum, and I've read articles from The Athletic & other publications, when Murtough was appointed in Feb 2021, it seemed that Ole was peer to him in terms of reporting to Woodward, which meant Ole had more power with regards to the management of the First Team, while Murtough was given the control of the recruitment department and other department, what looked strange to me the most was the fact that Simon Wells was placed under Ole in the structure as Ole's personal scout.

Since Ole's departure, and with ETH appointment, Murtough now has full control of all football related matters, he appointed ETH as the Head Coach, let go of scouts like Lawler and Bout, and hopefully he will bring in new faces to build a team of competent professionals that is looking after the football affairs of the club
 

Delano

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The Social media strategy is an interesting one.

United are never going to act like Roma on twitter. Playing up to the fans, being "viral", creating bespoke content etc.

The social media admin is dependant on United having positive news (signings) or winning games. That's two windows a year and barely ever these days.

I have some sympathy for them, they are trying to create positive news stories from an inherently negative source.
 

Cloud7

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The Social media strategy is an interesting one.

United are never going to act like Roma on twitter. Playing up to the fans, being "viral", creating bespoke content etc.

The social media admin is dependant on United having positive news (signings) or winning games. That's two windows a year and barely ever these days.

I have some sympathy for them, they are trying to create positive news stories from an inherently negative source.
They could order the matchday lineup graphic in order of position rather than squad number so you don’t have to struggle to figure out who is playing where.
 

Mickeza

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The Social media strategy is an interesting one.

United are never going to act like Roma on twitter. Playing up to the fans, being "viral", creating bespoke content etc.

The social media admin is dependant on United having positive news (signings) or winning games. That's two windows a year and barely ever these days.

I have some sympathy for them, they are trying to create positive news stories from an inherently negative source.
Exactly this. Their target is to get hits. If the team is losing constantly anything short of “we’re fecking shite aren’t we” is going to be derided. So the only other option is not post at all. But then they don’t get hits. If we were winning games there wouldn’t be an issue.
 

Marcus

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Yesterday we posted a tweet that was celebrating Ten Hag being on the cusp of winning a league title with Ajax. Something that we’ve not been anywhere near in 10 years
I get that the official United account should not be making such a tweet. But I must confess that I have been watching Ajax games recently as a form of therapy (after United's miserable showings) in the hope that ETH can somehow replicate what he built at Ajax at United.
 

phelans shorts

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They could order the matchday lineup graphic in order of position rather than squad number so you don’t have to struggle to figure out who is playing where.
I can honestly say I’ve never once struggled with this. Maybe because I know where each player plays because I watch them.

This is the biggest non issue ever why on earth are people whingeing about it? It’s one of the only acceptable ways to post lineups.
 

goalscholes

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The day we have a deal in place to sign a very talented footballer before the end of the season, I’ll start believing we’re a well run club.

Until then, I’ll shrug and assume we haven’t done our homework.
 

OverratedOpinion

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The Social media strategy is an interesting one.

United are never going to act like Roma on twitter. Playing up to the fans, being "viral", creating bespoke content etc.

The social media admin is dependant on United having positive news (signings) or winning games. That's two windows a year and barely ever these days.

I have some sympathy for them, they are trying to create positive news stories from an inherently negative source.
I agree with this but I also think you can be a little less tone deaf without being hugely negative.

Even the most casual of Utd fans know that things are not going well so speaking a little bit more openly isn't going to hurt anything.
 

UnitedSofa

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The day we have a deal in place to sign a very talented footballer before the end of the season, I’ll start believing we’re a well run club.

Until then, I’ll shrug and assume we haven’t done our homework.
That's ridiculous.
 

horsechoker

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The day we have a deal in place to sign a very talented footballer before the end of the season, I’ll start believing we’re a well run club.

Until then, I’ll shrug and assume we haven’t done our homework.
Haven't we already done that with the manager which is far more important considering the circumstances. Let's not forget that the new manager hasn't actually started and his input is important for making new acquisitions. That's before all the negotiations take place.
 

glazed

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I think this will prove to be a false economy over the long term. Yes, Woodward got all these meme-tastic sponsors to pay us lots of money but Liverpool's revenues have caught up with ours because they realise they are a football club first and foremost and success on the pitch optimises revenues off the pitch. Woodward's arrogance over this not mattering says everything you need to know about him.
Our commercial growth has slowed and Liverpool are catching up. Turns out being successful does matter.
Which is exactly why they are suddenly changing policy. Once the ESL died, so did the Woodward version of success.
 

SAF is the GOAT

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A mail that has been sent from Richard Arnold to someone that works with the club(and also a supporter)



 

romufc

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Arnold is really clearing up at board level. These are very high profile staff that are leaving.

I wonder how this leaves us going into the summer window.
 

Brophs

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Last one left turn off the lights. This all ends up with us seeing the name “Arnoldo” on the team sheet and assuming, wrongly, that it was another social media gaffe, doesn’t it?
 

golden_blunder

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The biggest problem is that people to this day don't understand the difference between a board/manager structure, and a DoF/head coach structure. And it's funny to read people wanting to apportion blame to the head of football development at United, which is a role that oversees the development beneath the first team. And the same roles do exist at other clubs. Spurs, Arsenal etc (to just name two clubs) have also had people as the head of development beneath the first team. And their remit is to oversee the development of their departments. So for example at Spurs, John McDermott was the head of development beneath the first team, and Pochettino controlled and directed the football side at first team level. Currently at United we have Justin Cochrane who is the head of player and coaching development and we shouldn't blame him for the mistakes at first team level.

The head line below is pretty self explanatory as far as the role of a DoF is concerned.


And as far as contacts go, Matt Judge was the director of contract negotiations in a board/manager structure with the manager having the luxury of having his own personal scouts. Players like Varane, Sancho, Ronaldo were signed under the same structure (I also had no issues with those signings). Because Solskjaer (the manager) didn't report to John Murtough but rather he was reporting straight to Ed Woodward according to David Ornstein/Laurie Whitwell. So there was no DoF structure at that time and one shouldn't be confused by someone being given a title when the manager model was still in existence. But those changes IMO were driven by Richard Arnold, who was preparing to take the reigns as the CEO, and wanted to be guided on the football side of the club by having the buffer of a DoF between himself and the head coach, which is a sensible move imo.

The role of the DoF is a simple role and should be evaluated over several years. And the experience one needs to be a DoF is to be able to run multiple football departments on the football side of the the club according to Dan Ashworth. And one shouldn't compare the way the RedBull clubs operate as something we should also do because we're Manchester United and not a stepping stone club that buys young players to then sell for profit a few years later.
Great post. Unfortunately some will still ignore and continue their narrative against Mourtough, Fletcher and co.

now is the time for patience and letting people do their jobs
 

golden_blunder

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Some jobs you need qualifications. Like I am doing a degree in Statistics now. I can't be a senior statistician without one the degree itself and secondly the previous experience in a statistics role. I imagine being a technical director is the same and Darren Fletcher has no experience.
You need to get your head around the fact that DF is technical director in name only. His job is well defined and known. I hope they change the job title
 

Adnan

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Really good read and very informative.
In your opinion, what is the nature of this latest restructuring? The report says that Murtough is taking full control of recruitment and they will hire a new football director.Does the new hire report to Murtough? Or, the new hire is a parallel to Murtough and report to Arnold?
From what's being reported, Murtough has total control of the football side of the club and will therefore be the head of football throughout the club.

The deputy DoF will work in tandem with Murtough to assist him in making sure all departments related to the football side are functioning to a optimal level. So from the scouting, data analytics, medical, sports science, education, recruitment, coaching, youth etc will be under John Murtough and his deputy.

Everyone on the football side of the club is under the authority of John Murtough right now. So Murtough along with his assistant will be in charge of making sure the people heading their respective departments on the football side of the club are hitting their targets.

Recruitment is something that most of us fans are most concerned about. So for us it's important to learn who will be heading the recruitment department because it'll be those people at the top of the chain in that particular department that John Murtough will have to rely on when making decisions on which players to bring in to the club. So I'm personally looking forward to seeing how the recruitment department will look after the departures of Bout and Lawlor.

But the direction on what to look for when recruiting players must come from the DoF/head coach. Then that will simplify things for the scouts and they can filter our a lot of unnecessary names.
 

TrebleChamp99

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The back room changes are fascinating, I wonder how much input they had on the day to day or what impact They had on the club in the window and playing wise and why now?

I wonder if there has been some involvement from the Glazers on all this, seems like the kind of moves you make prior to a takeover…
 

Adnan

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The changes are positive in nature, but what matters the most is following a plan and sticking it to it no matter what, we will not see the impact of these changes now, but I can acknowledge the changes being real and with intent.




I remember you wrote about this extensively on the forum, and I've read articles from The Athletic & other publications, when Murtough was appointed in Feb 2021, it seemed that Ole was peer to him in terms of reporting to Woodward, which meant Ole had more power with regards to the management of the First Team, while Murtough was given the control of the recruitment department and other department, what looked strange to me the most was the fact that Simon Wells was placed under Ole in the structure as Ole's personal scout.

Since Ole's departure, and with ETH appointment, Murtough now has full control of all football related matters, he appointed ETH as the Head Coach, let go of scouts like Lawler and Bout, and hopefully he will bring in new faces to build a team of competent professionals that is looking after the football affairs of the club
When you allow a manager to have his own personal scout, then you're going to be in trouble imo. And that's exactly what happened with Simon Wells and Phelan playing big roles in the recruitment process working directly with Solskjaer. And we couldn't see past the most obvious names.
 

Adnan

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The back room changes are fascinating, I wonder how much input they had on the day to day or what impact They had on the club in the window and playing wise and why now?

I wonder if there has been some involvement from the Glazers on all this, seems like the kind of moves you make prior to a takeover…
The Glazers also have someone advising them called Mike Forde. Forde was a football executive for many years (Chelsea between 2007 - 2013) and is now running a firm (sportsology) that helps sports teams to create elite cultures within their respective organisations. Forde is originally from the UK but currently resides in America. Forde and Murtough have a history that goes a long way back, so it wouldn't surprise me if Murtough had a hand in persuading the Glazers to hire a experienced football executive like Forde.
 

city-puma

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From what's being reported, Murtough has total control of the football side of the club and will therefore be the head of football throughout the club.

The deputy DoF will work in tandem with Murtough to assist him in making sure all departments related to the football side are functioning to a optimal level. So from the scouting, data analytics, medical, sports science, education, recruitment, coaching, youth etc will be under John Murtough and his deputy.

Everyone on the football side of the club is under the authority of John Murtough right now. So Murtough along with his assistant will be in charge of making sure the people heading their respective departments on the football side of the club are hitting their targets.

Recruitment is something that most of us fans are most concerned about. So for us it's important to learn who will be heading the recruitment department because it'll be those people at the top of the chain in that particular department that John Murtough will have to rely on when making decisions on which players to bring in to the club. So I'm personally looking forward to seeing how the recruitment department will look after the departures of Bout and Lawlor.

But the direction on what to look for when recruiting players must come from the DoF/head coach. Then that will simplify things for the scouts and they can filter our a lot of unnecessary names.
Gotcha. Thank you!
 

Lemoor

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The Glazers also have someone advising them called Mike Forde. Forde was a football executive for many years (Chelsea between 2007 - 2013) and is now running a firm (sportsology) that helps sports teams to create elite cultures within their respective organisations. Forde is originally from the UK but currently resides in America. Forde and Murtough have a history that goes a long way back, so it wouldn't surprise me if Murtough had a hand in persuading the Glazers to hire a experienced football executive like Forde.
How long has he been advising them?