The Echo was reporting on an annual Web Summit in Dublin – a three-day event focussed around internet technology – where Ayre was speaking, and revealed that the club have hired people to frequently monitor their social media channels in order to ‘gauge the mood of customers’.
A high volume of fans had spent the summer using their social media accounts to implore the club to sign Borussia Dortmund star Marco Reus, and others used theirs to champion the appointment of Jurgen Klopp as manager (via Echo).
And when asked why Reus hadn’t been signed, Ayre replied: “It seems like a good idea.
“(But) If we did everything that was said on social media, we wouldn’t get any work done.
“It’s about using it as a barometer, it’s a good tool to get a sense of what the feeling is out there.
“You’ve got very different and diverse people out there, the people who come to the games are slightly different to the millions of people who watch on TV.”
The Echo goes on to explain that the club would be foolish to ignore the club’s fans on social media, and admitted that their ire at Brendan Rodgers may have played a part in his downfall.
“When there’s a consistent and common message, either good or bad, then that’s a good indicator,” he added.
“Just like any business, people do research, we have people who just look at what the messages are. That’s what you do.
“As any business you want to listen to your customers. That doesn’t mean you go out and sign player, because it doesn’t happen like that.
“But if they are talking about what we did at a particular game or the manager then of course we look at that to get a sense of what’s happening.”