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VIDEO: Fitzpatrick putter drop inspires Clayton comparisons

Golf Channel is taking another stab at integrating social media into its live telecasts, and the early results are what one might expect from a broadcast partner of the image-conscious PGA Tour: cautious, orchestrated and ultimately uninspired.

Throughout the Web.com Tour Finals, Golf Channel is mixing tweets into its telecasts. Regular viewers might recall that Golf Channel experimented with this during its “Social Saturday” at the 2011 Nationwide Tour Championship. It was a worthy experiment, something to learn from and build upon. But it fell flat, as I suspect will be the case with the current effort.

The nature of Twitter is that it’s wild, boisterous and spontaneous; none of those adjectives will ever be used to describe the reserved PGA Tour.