Dayne Beams revealed he has reached out to online trolls to try and educate them on how bullying affects players.
The 29-year-old was traded back to Collingwood after a four-year stint in Brisbane, and no doubt copped a few barbs here and there online.
When Beams won the flag with the Pies in 2010, there's no doubt social media's potential impact wasn't as big then as it is now.
In today's scroll-happy world, social media provides immediate feedback to clubs - and the pressure cooker has never been hotter, second by second, on players and coaches alike.
Beams has experienced all of that pressure first-hand, and even got in early before the grudge match against Brisbane last month.
MORE: Lloyd: Tom Lynch a 'liability' | Pies give terminally ill supporter the experience of a lifetime
Already in 2019, social media users have exploited some of the game's most popular names - Tayla Harris, Eddie Betts and Liam Ryan are ones that have been reported on because they've been called out. Imagine the numbers of those that haven't been.
Beams has previously opened up on his mental health, admitting things "spiralled out of control" when his father passed away.
In March last year, Beams' father Philip passed away following a long battle with bowel cancer.
While Beams is now happily married and has children, he understands that things can feel lonely, but there's always someone there to help.
For others, social media proves there is vitriol, even in places you don't expect it.
Regardless, Beams said he now doesn't give his online detractors a free pass, instead opening up to them about the impact their words can have on players and the like.
"From my own point of view, it can get difficult at times, especially with social media the way it is now," Beams said on Talking Footy.
"You've got people that can whack you from any direction, and there's not a lot you can do about it.
"If I cop something nasty on social media, I have now started to message that person privately and just educate how it can influence players and their mental state moving forward.
"The reactions I get from those people... I generally get an apology. A lot of the time they say it's heat of the moment or they've been drinking.
"I've made it a thing for myself to call the nasty ones out to say 'hey, that's not really that helpful and that's how a lot of guys fall into having mental health issues because people like yourself are saying nasty things'.
"It's when it's a real personal attack, that's when I try and pull it up."
