These things always seem like a good idea in theory, but seldom do they go as planned, and Scottish Labour learnt the hard way Saturday what a vicious beast social media can be.
Launching its #MyFutureScotland campaign for "young people" with the aim to make Scotland 'the fairest nation on earth', Labour must have thought it was on a winner:
Across Scotland in the last five years, people under 35 have borne the brunt of unemployment and of college cuts. Too many young people are struggling to make ends meet. Young families need more affordable childcare. Young people need a positive future
And with new leader Jim Murphy still technically in his honeymoon period, everything was looking rosy:
Here's what it's about.January 17, 2015
So it wasn't long before #MyFutureScotland was trending across the UK.
It's just that it really wasn't what Jim Murphy or Labour had in mind:
And that tweet seemed to set the tone of what became a huge Labour-bashing pile-on in which the pro-independence camp let off some serious steam:
#myfuturescotland will prove that all those independence scare stories were bullshit and we'll make a success of it— big red (@TBoltBananas) January 17, 2015
#myfuturescotland all labour MPs in blair cabinet who lied abt wmd in Iraq and caused over 100k deaths will stand trial for war crimes— willie watt (@scrubsworld) January 17, 2015
Jim Murphy will take credit for the "success" of #myfuturescotland. He's dishonest like that.— Shauny Boy (@Shiny02) January 17, 2015
Where attitudes such as this won't be tolerated pic.twitter.com/kp5XuO08zi— Dave (@57d2e8b8ba774cb) January 17, 2015
.@jimmurphymp You really didn't look at ANY of the tweets under that hashtag did you? Numpty!— Fairweather Friend (@ActionsThatEcho) January 17, 2015
#myfuturescotland will never, ever have Jim Murphy as First Minister— patronsaintofcats (@patronsaintofca) January 17, 2015
#myfuturescotland will probably, in a great many respects, be fairly similar to the present. But hopefully independent.— Mhairi Hunter (@MhairiHunter) January 17, 2015
In #myfuturescotland Jim Murphy will check why something is trending before boasting that it is...— Mark McDonald (@markmcdsnp) January 17, 2015
Britain's Trident nuclear deterrent (based in Scotland), which Labour backs, was a popular theme:
As a young person, #myfuturescotland is one without Trident and tuition fees. So one without Jim Murphy as First Minister, basically.— Chris Glendinning (@cglendinning95) January 17, 2015
#MyFutureScotland One where money is spent on our children's future - not nuclear weapons or unelected peers in the House of Lords— Anum (@anum_qaisar) January 17, 2015
#myfuturescotland will be nuclear free, and independent of course— Mr Bradley (@niallbtwit) January 17, 2015
In fact, even the tweets that first appeared to be mildly supportive of Jim Murphy, actually turned out to be the 'laughing AT you' type:
And these tweets, pretty well summed it up:
As of publication, Jim Murphy was yet to respond on Twitter.