And clubs like ours embrace that opportunity - it's why we have official Facebook, Twitter, Google+ and YouTube pages.
But before social media came along, there were online forums - communities where like-minded people could assemble behind the anonymity of their avatars and engage one another on topics of their choosing - and they're still around today.
One such forum dedicated to all things Port Adelaide shut down over the weekend.
The Power From Port had been an active part of supporter culture, discussion and debate since the late 1990s when Port Adelaide took its first steps in the AFL.
It provided a means for supporter group organisation and to introduce fans to one another.
It's a rare facility when you think about it, and all the more special when you consider it was run by a couple of supporters for hundreds of readers every day.
The portadelaidefc.com.au team had a positive relationship with The Power From Port, as we do with many digitally-based supporter groups and forums.
We acknowledge the contributions of Vi and Mark - the chief runners of The Power From Port - for operating not only their forum but, for a similarly significant period of time, our standalone Magpies website.
We wish them all the best in the future, particularly cheering the boys on at the Adelaide Oval or out at Alberton.
