DO not trivialise online abuse by saying footballers put themselves in harm’s way on social media, for it is quite the opposite.

By allowing people to create accounts anonymously, and repeatedly, the likes of Facebook, Twitter and Instagram make a fortune in advertising revenue, feeding from the vitriol of people who don’t know any better, or who couldn’t care less.

Football is a breeding ground for those who make a living out of being controversial, and particularly those who know their opinions have no recourse. The players and managers involved ‘probably’ don’t see the bile they spew, and so why should they worry?

Hate speech has somehow become the norm in selected corners of the internet, and under the umbrella of football ‘banter’. And as a father of two sons, who should be starting to think about their online presence, that scares the hell out of me.

It is no longer the case that occasional sportsmen and women ‘put themselves out there’ on social media. A few choose to limit their involvement but like anyone in the current generation they are entitled to live their digital lives freely and enjoy the benefits it should theoretically bring.

That there are negatives should not be their concern. It is impossible to police people’s thoughts but once comments like those aimed at Elias Kachunga this week are put into print, then there should be no grey area. The privilege of speaking to a wider world should be diminished instantly for the person involved for a suitable length of time to suit the severity of the offence.

We have to stop thinking of these social media environments such as Twitter, Facebook or Instgram as being detached from the real world. This is 2021, most of our lives are now inextricably linked with the internet and what we type is effectively what we are. There is no longer a distinction to be drawn.

If someone writes – as one delightful correspondent did to me last a couple of weeks ago – that they planned to ‘slit my throat’ and to ‘throw me in the canal’ then that should theoretically be treated as seriously as if they had sat next to me in a pub and said the same.

Kachunga’s abuse was so vile it could not possibly be printed in a family newspaper. What he must have been feeling at the time of reading it I couldn’t possibly imagine.

Bolton’s supporters have rallied around. What a wonderful sight it was to see on Thursday night as a picture of the Bolton striker was circulated with the words: “We stand with you Elias Kachunga #BWFC against racism.”

I hope that brings him some solace. Having dealt with him quite briefly in his Bolton career I can only say I was hugely impressed with the professional and friendly way he greeted the local media, and the feedback I have had from his Wanderers team-mates has been nothing short of sensational.

Bolton’s fans have already picked out a song for him – always a good sign – and his performances on the pitch have been encouraging too.

We have to consider, however, the fact that the abuse aimed at ‘Kacha’ was not a Wanderers fan. Indeed, it did not necessarily come from the fanbase of any English club.

There are other cultures, other ideals, other norms out there. And that is the challenge that social media companies face as they try to address what is a global problem.

Football is one of the most diverse marketplaces around and I have been blessed to be a part of it for a long time now. But nothing ever confuses me more than those who look to an individual’s skin colour when they feel the need to lash out, or make themselves feel better, nor the blasé attitude that platforms seem to have on the subject.

Kacha should know he exists on a level above these people. And he should know that Bolton supporters will always have his back.