You're still not really getting my point. You see all those YouTube stars nowadays? The big ones are funded by advertisers and the like. Those advertisers only step in once the accounts have a big enough reach for them to enter onto their radar. All engagement with an account, good and bad, helps boost that account's profile. Same principle works on twitter, facebook, instagram etc etc. Part of the social media team's remit will be to boost the profile of the club's social media accounts, and negative comments by haters still push those engagement numbers upwards. Keep at it Tims, you're actually helping!
I get that the comments on Twitter can range from the unsavoury to the downright ridiculous, but I see little value in deleting and blocking every single negative comment. Plus, do you really think it's worth paying someone to do that all day and night? Because going by the sheer volume of interactions, that's what it would take.