In our training sessions and presentations, I often cite the American cyclist and cancer campaigner Lance Armstrong for his exemplary use of digital and social media.  Armstrong has had a difficult relationship with journalists in the past so, for his comeback this year, he largely bypassed conventional media and spoke to his fans and supporters direct – around 2 million of them on Twitter alone.

The British Olympic Champion and Tour De France hopeful Bradley Wiggins has clearly been learning from the Armstrong experience but, judging by today’s events, there’s a way to go.

There’s been speculation for months that Wiggins would be leaving his current team (Garmin) to head up the new Sky-sponsored British superteam next year.  It’s a delicate business, though – with raging egos, big money and legally binding contracts in the mix.

So there was inevitable interest today when Wiggins was quoted as saying “it’s like trying to win the Champions League, you need to be at Manchester United, but I’m playing at Wigan at the moment”, widely interpreted as a strong hint that a move was on the cards.

Wiggins was quick to rubbish the rumours though, on his own Twitter feed.

Well, up to a point Bradley.  Because anyone who was interested could also visit the BBC Sport Website and watch the full video of the interview in which he said exactly what he’d been quoted as saying.

So hardly bollocks, Bradley.

He may have not meant it to come out quite the way it sounded; he may now regret having said it, but it’s not bollocks – and it’s unhelpful to both fans and journalists to suggest that it is.

Digital and social media don’t do away with the need to tell the truth, or the need to have one clear message and express it as clearly as possible. In fact, it’s harder to dissemble and fudge online because any discrepancy is so much easier to spot, lasts for ever, and the blogosphere can be very unforgiving.