This morning, a major social media boycott by the world of sport came to an end.

Clubs and governing bodies from football, cricket, netball, rugby union and rugby league were joined by companies including Barclays and Adidas and broadcasters Sky Sports and BT Sport in not posting anything on Facebook, Twitter, Instagram or YouTube between 3pm on Friday and 11:59pm on Monday.

The boycott took place with the aim of pressuring the social media companies into doing more to identify and punish people who post racist, sexist and homophobic messages on their platforms. The problem has been getting worse in recent months with several high profile cases highlighted by the media.

My team, Norwich City, were part of the boycott and encouraged their fans to join in – which I did. This meant that there was no official content from the club on the weekend it won the Championship title.

I see a lot of racist, sexist and homophobic messages online and, while I am a straight, white male, I find it very difficult to ignore and will often call people out on it. Usually it is because I am so astounded by some of the things they say that I feel the need for them to confirm that they really do mean the bile that they type. I am under no illusion that I can ‘talk them round’. I have written about sexism in sport in the past.

Some say that those on the receiving end of such abuse on social media should simply ignore, block or report it. I think that is the wrong stance. This pushes the responsibility onto the victim of the abuse rather than challenging those who write it in the first place. The fight against abuse has to be about changing attitudes, not simply keeping them quiet.

I hope this has helped to explain why the social media boycott was important and why I took part in it. No one involved expects online abuse to stop because of it, but if Facebook, Twitter and Instagram are shocked into action by a taste of what their platforms without the country’s biggest sports using them would be like then that can only be a good thing.