TALLAHASSEE, Fla. (AP) - A Florida State social media campaign turned ugly when the university's athletic department asked the public to pose questions to Heisman-winning quarterback Jameis Winston.
The "#AskJameis" turned into an all-day mockery of the sophomore.
The department wanted to solicit questions for a video to be posted on the team website. Sports information director Elliott Finebloom says they expected some negativity, but didn't anticipate the scope of it.
Winston has been heavily criticized for several off-the-field incidents during his time at Florida State.
Social media experts say universities and businesses need to be careful when it comes to this type of marketing - especially when it involves a controversial subject. Robert Stewart, director of the Ohio University school of journalism, says "#AskJameis" was doomed from the beginning.