Darragh MacAnthony at Peterborough and Andy Holt at Accrington show that social media can be handled professionally by owners if they have the right maturity and self-control.
Using it to give snippets of information and some engagement is good. It can build relationships. The problem for Hilton was that he was using it as the only information source for some news and, most crucially, got too involved with disagreements and personal gripes. No owner is going to have every fan completely on board, even the best. Leaving behind the unfairness in his accusations against the site owners, he should have just ignored those who aren’t so enamoured, instead of fanning the flames, making things worse and making himself look petty and unprofessional.
Hopefully this will be a learning lesson for future conduct.
