Some brands, organisations and rights holders have successfully grasped the notion of using social media platforms to facilitate interaction between talent and fans.

The ability for them to reach out directly to their target audience via the talent and channel the attention and interaction into organic growth and brand recognition is priceless.

However, as with most things, some brands/organisations do it well, others, have their off days.

Have a question for Arsenal's Jack Wilshere? Tweet them to us using the hashtag #AskJackWilshere pic.twitter.com/LUSOgi1VOI

— ESPN UK (@ESPNUK) May 11, 2016

After launching the #AskJackWilshere campaign, Arsenal fans, general football fans and just pure Twitter trolls hijacked the hashtag to let loose on the broadcaster and Jack Wilshere himself.

Take a moment to browse through some of the best;

Do you find it frustrating that you haven't got the skill, pace, vision, technical and goal scoring ability of Dele Alli? #AskJackWilshere

— Glen (@Itchyteef) May 11, 2016

#AskJackWilshere Do you feel your career as a professional NHS patient has been interrupted by football?

— Liz (@captainboo) May 11, 2016

If you were a footballer what position would you play? #askjackwilshere

— Marco Pochettino (@MarkCoe877) May 11, 2016

#AskJackWilshere Jack do you think you are directly responsible for the rise in NHS waiting times?

— Evil Roy Hodgson (@evilroyhodgson) May 11, 2016

Thoughts on Dele Alli surpassing you in every aspect of the game within a season? #AskJackWilshere pic.twitter.com/dTR1PU4d6h

— Spurs In The Blood (@SpursInTheBlood) May 11, 2016

If you were a horse, which one of your injuries do you think would have got you put down? #AskJackWilshere

— Ray Bradshaw (@comedyray) May 11, 2016

The above is just a handful of the responses with the hashtag teeming with tweets that could not be printed for obvious reasons (the last one being border-line). But it’s fair to say that it is one of the worst responses to what could have been quite a fruitful form of engagement had it been virtually any other player in the Arsenal line-up.

Unwittingly, ESPN UK has walked into a digital storm by opening Jack Wilshere up to a Q&A when the 24 year old has just played two matches all season due to a series of injuries.

Considering supporter sentiment currently surrounding Arsenal and its players online, it was perhaps a misjudgment of the ‘digital climate’. 99% of the time the broadcaster gets it right as ESPN has been at the forefront of utilising social media, and digital generally, to extend its reach and appeal to sports fans.

Ironically, the hijacking of the very short-lived #AskJackWilshere comes just days after the American arm of the broadcaster launched television ads taking a swipe at social media platforms as well as well known live streaming platforms in a campaign called “sharing your life can wait”.

Digital Sport is the official social media partners of SportHackTag, the only event in Europe specifically focused on digital innovation in sports, being held at the Emirates Stadium in North London on the 24^th and 25^th of May 2016. For more information, visit them here

AMENDMENT: The article published on 11/05/16 originally stated that the #AskJackWilshere Q&A was cancelled. This is not the case and it will still go ahead as planned on 12/05/16.