article: Will that promising full-back relish being thrown deeper into the public spotlight? What if the £200m superstar doesn't settle in Paris? These are the types of questions being asked by clubs as they consider investing eye-watering sums on new players. An emerging field of analysts and experts believe they have the answers. But how do they find them? Ever sent a tweet you've come to regret? Last season, Burnley striker Andre Gray apologised and asked "for forgiveness" after homophobic tweets he sent in 2012 were shared. And, just last week, Chelsea forward Kenedy was sent home from their pre-season tour of China after being accused of xenophobia and racism. He apologised for the Instagram posts. But what can a club learn from a player's social media presence? Ben Wright is head of sport at communications agency Cicero, which produces reports on players for clients across the globe, including seven in the Premier League and two in Spain's La Liga. He says: "We look all the way through a player's online presence. By doing this you can get an idea of what kind of person they are and how their character has evolved over time. "We analyse media coverage, social media, fans' forums, everything that is available online, across 13 languages, to build up a public picture of their life. "Are they using social media late at night? Do they blur the boundaries of public and private? How have they changed over time as they have begun to earn more money? "Are they posting the kind of insight into their private lives that fans really appreciate, or is it all about new cars and new clothes? And are they posting this kind of stuff regardless of whether it's been a good or bad result the weekend before?" Some clubs have developed in-house teams - sometimes within their scouting departments - to perform similar research. But in January, Cicero produced a report on a promising young Premier League player, who will remain anonymous. The analysis uncovered a series of social media posts, dating back several years, that were sexually explicit in nature, and found angry responses to opposition fans that included offensive language. Ultimately, the client who commissioned the report decided not to offer the player what would have been a significant development in his career. Case study: Andrea Belotti Torino striker Andrea Belotti has been linked with a move to the Premier League for much of the summer. In July, Cicero was asked to produce a report on the £90m-rated Italian, and the findings were largely positive. One section in the report - written for a Premier League club - analyses the "tone and approach" of his social media activity, while another addresses the '"likelihood of future issues". Belotti's posts, which featured regular tributes to his wife and family, displayed "no instances of bad language, prejudice or public disagreements", the report said. "It is extremely unlikely he would ever post something or engage with fans on social media in a way that brings himself or his club into disrepute," it added. But, in
summary: Will a £300,000-a-week salary change a hot prospect's attitude to the game?