Alastair Cook is the leading man in England's new era of 'connection' with their public – yet he remains consciously disengaged by the world of social media.
Twitter and Facebook may be part of England's collective charm offensive as they try to put their winter of Ashes discontent behind them, but they remain a personal choice too, and Cook is tempted by neither.
The England captain emphasised once again, on the eve of a five-match Royal London one-day international series against Sri Lanka, that he is determined to lead the national team his way.
His disinterest in social media is instinctive and tactical.
"It think it's a bit of both," he said. "I do deliberately ignore it – because I'm not on Twitter or Facebook. I try to speak to people... rather than pushing keys on a keypad."
Cook believes support for his England team remains strong despite their shocking winter in Australia. "With the people I've bumped into in the street or the pub, the goodwill is still there to English cricket," he said.