Gary Neville tells Manchester United Media CEO to ‘keep f @@ k’ away from the team after explaining that they use ‘fan sentiment charts’ on each player to monitor fan frustration.
- Gary Neville programmed how Manchester United works with players on social media
- United Media CEO Phil Lynch has revealed some of the tactics they use
- Neville accused Lynch of ‘creating robots on and off the field’ at United
Gary Neville launched a fierce attack on Manchester United media managing director Phil Lynch after images surfaced on Twitter of him explaining how the club works with players on social media.
Neville accused Lynch of ‘creating robots on and off the court’ and claimed that he ‘makes controlling fans sound like he’s trying to win a general election’ in response to images of him speaking to Sports Pro Influencers.
United’s chief of media, Lynch, says in the short clip: “Each of these players are individuals. Some want a charity approach, some want a family approach, some just want a soccer approach and I think it’s really about trying to understand what narrative they want to tell and then we’re here to support that narrative.
Manchester United Media Director Phil Lynch has been open to the club’s methods of dealing with players on social media.
Gary Neville was unimpressed by what he heard and told Lynch to ‘take the f @@ k away’
Sometimes it gets a bit complicated. There are many media outlets trying to build that story, trying to build that sensational content. That is not what we do at all.
We are trying to work with them and understand the story they want to publish and we support it, we join forces on that.
‘We extract, twice a day, fan sentiment charts for each of our players. We have certain thresholds that alert us when we see fan sentiment going in one direction, be it a personal issue, a performance issue on the field and when that happens we begin to work with the player and their team individually to try to counteract that. narrative a bit.
“ In many cases it is just emotion and it fades and calms down anyway. But we spend a lot of time on what we call social media monitoring and tracking and then we work specifically with each individual player, but it’s 25 custom processes. It’s not ‘hey, here’s the game plan and it’s going to work for all of you’ ‘.
Neville, in full, retweeted the clip saying: ‘Creating Robots on and off the field! Take the f @@ k away from them.
‘It is a football club. Makes controlling fans sound like he’s trying to win a general election! ‘.
It is not the first time that Neville criticizes how players manage their social networks.
Lynch said United uses monitoring methods to identify when fan sentiment changes around players.
United lost 2-0 at Old Trafford to rival Man City in the Premier League on Saturday
In March, he criticized the England team for not sounding authentic on Twitter when several of them posted nearly identical messages saying “job done” after beating Albania.
I read some of the tweets from the England players last night. Do any of the guys publish themselves? They don’t sound authentic, ” Neville tweeted.
‘It’s a real shame that they don’t handle their personal connection with the fans and the media. #independent thinkers’.
United falter after a 2-0 loss to rival Manchester City at Old Trafford in the Premier League on Saturday.