By Keith Waddell | Media Analyst
Are you aware of The Ratio? If you are then you will have a fair idea of where this article is going already but for those of you who aren't, let me introduce you to the unofficial law of Twitter. The Ratio goes something like this. If the number of replies to a tweet is vastly greater than the number of interactions the tweet has, either in the form of retweets or likes, then the author has had a nightmare.
This is about as close to science as social media gets. The phenomenon has been proven time and time again with Donald Trump, United Airlines and many other considerably higher profile people than the Daily Record's, Keith Jackson falling foul of it. A good tweet needs very little commentary. It is something that should be sent forth by its adoring fans by way of a simple like or retweet. Although there are a few exceptions, they simply go to prove the rule - an avalanche of replies in comparison to interactions tends to mean you've made a horrible error.
So what does all this have to do with Keith Jackson I hear you ask? Well in the world of Scottish Twitter, and certainly Scottish sporting Twitter, there is no greater exponent of the disastrous tweet than Keith Jackson. What should be a source of alarm to both him personally and the Daily Record, is that the clearest examples of him falling foul of The Ratio tend to occur when he tweets what he has actually written for the paper.
It's worth noting that I am not a scientist and therefore could not be bothered going back further than a few weeks to find out just how bad Keith is at Twitter. Luckily, I didn't need to. It is a stark fact, and I'd urge you to check this for yourself, that almost every single article he has posted in the last few months has fallen foul of The Ratio.
For the purposes of our sample, Keith first felt the cruel sting of The Ratio in early September. This was an attempt by him to ingratiate himself with Peter Lawwell during the spat between the SFA and SPFL over their now aborted Rangers' commission. Keith predictably picked the wrong side and The Ratio let him know it.
Not to be deterred, and possibly unaware of having fallen foul of The Ratio, Keith's next faux pas was to attack an anti-racism charity that called out his disgraceful article on Alfredo Morelos - now the subject of legal action by Rangers.
Then came the first in a series of attempted hatchet jobs on Rangers' own Pedro Caixinha. Having already learnt the true story of the discussions in the dressing room from this site, Twitter reacted rather badly......
After the fall out from his fabricated rubbish about dressing room meltdowns, Keith then decide to wade in with a ham fisted attempt to defend Kenny Miller. Poor Kenny must have wished Keith had just quit while he was behind as once again this went down like a lead balloon.
You'd hope by now that someone at the Daily Record made Keith aware of how badly wrong he was getting every single thing that he wrote. Thank goodness there was an international break coming up and Keith could move away from the mad world of the Old Firm and onto solid, safe ground with Scotland. Or not......
First up was a staunch defence of the abject failure of his best pal Gordon Strachan - the only man at the SFA who will still take Keith's calls. Gordon must be saved! He must decide his own fate despite two horrendous qualifying campaign failures. "It's ok to be angry" but don't take it out on poor, wee Gordon, Keith told us. Twitter said no.
Incredibly the SFA did not take Keith's advice. Strachan was sacked. Keith was not happy. It's all Regan's fault! Twitter said no.
Defeated, Keith then felt it was incumbent on him to suggest a candidate for Scotland manager. Twitter said no.
So there we have it. Six weeks worth of derision, failure and humiliation. Like a compressed, Scotland qualification campaign.
It's a tough gig only allowing yourself to write positive articles about people who'll hand stories to you. Especially when that list is getting smaller and smaller by the day. It's almost as if the general public doesn't care whether a journalist has good personal relationships with those they write about and just want to see reasonable, insightful analysis of the state of Scottish football.
Twitter science has skewered poor Keith and it might well be you'll be temped to give him a sympathy retweet after seeing this. Don't though, you'll only encourage him.....