There is no activity more social than sports. So it seems the marriage of American football and Twitter (News - Alert) is more than appropriate. 

Football is constantly talked about around the nation, both during and after the season. You will find armchair coaches discussing strategies or commiserating on games lost all throughout the year. In times past this was isolated to a local circle of friends and family, but Twitter has since broadened this concept. 

ESPN and Twitter have now extended this realm even further, expanding the scope of their current arrangement to include video content. Originally ESPN (News - Alert) incorporated Twitter as a live fan feed, where announcers read fan tweets during games or highlight reels.

"We want to be able to push ESPN's…content wherever sports fans are," said Eric Johnson, ESPN's executive vice president of multimedia sales. "Twitter is a great opportunity for us to do that."

ESPN has plans to sell ads that will run inside the video clips. Sponsors will commit to buying a minimum amount of premium tweets, or promoted tweets that will circulate the Twitter stream.

"There is certainly a lot of interest from broadcasters," said Glenn Brown, Twitter's head of promoted content and sponsorships. "Video is very popular on the Web; it's what our TV partners are good at doing, and it's an area that ad partners are most interested in."

This is the direction Twitter is trying to take itself. The company wants to be more than just a 144 character micro blogging site; it wants to be the discussion hub, or town square, of the Internet. Is cell phone service down in a neighborhood? Search Twitter. Why are the police in one area? Search Twitter. What did people think about the election last night? Search Twitter.

Users beware; the potential for misuse and tragic mistakes are much higher than ever before. Reporters, fans, and athletes using Twitter should understand what and what not to say. More importantly, users must realize there is very little privacy on the Internet.   Take from ESPN New York’s Rich Cimini, who learned this the hard way over the weekend.