LEE Chong Wei has advised Malaysian shuttlers, especially the younger ones, to be mindful on social media, and focus more on badminton instead.
While social media has inevitably become part of daily life, the former World No 1 is concerned that it can do more harm than good if not properly managed.
The 40-year-old Chong Wei said this after playing an exhibition game alongside fellow Yonex ambassadors, Peter Gade of Denmark, Indonesian Taufik Hidayat and South Korean Lee Yong Dae at Axiata Arena in Bukit Jalil before the start of the Malaysia Open semi-finals.
Joining them in the starry event were women's doubles world No 10 Pearly Tan-M.Thinaah, national men's singles Ng Tze Yong and Shaqeem Eiman Shahyar.
Speaking to reporters, Chong Wei who has also faced hostile social media comments for speaking his mind recently, said: "Times have changed a lot from when I was playing. Social media is everything today.
"Yes, it can be both good and bad. I know, because anything you say will be criticised. I feel sorry for my media friends too, because they are sometimes on the receiving end for just doing their job.
"My advice to the young players is to reduce your social media usage. Badminton should be your priority.
"When good things are written, all is fine, but when it isn't, will you blame it for your poor performance?
"I see kids today taking out their phones first to take a picture or post something before anything else."
Chong Wei, a three-time Olympic silver medallist, was also criticised on social media for voicing his opinion on Lee Zii Jia's snub of the Commonwealth Games.
Zealous fans of the 2021 All England champion have also slammed other former national players and the local media, accusing them of saying or writing negative things about Zii Jia.
Chong Wei, who retired in 2019 after being diagnosed with nose cancer, said he is always available to any player who seeks his advice on badminton-related matters.
"My phone is switched on 24 hours a week. Any player from any country can contact me, meet me.
"A lot of foreign players have been very supportive of me from the start, and I appreciate it. This is my way of giving back to the sport," added Chong Wei, who in a symbolic gesture, passed his racquet to Tze Yong at the end of the exhibition match.
Chong Wei said the 23-year-old Tze Yong has the potential to come good in the Birmingham Commonwealth Games, but he will need to continue working hard.
"It's just a symbolic gesture. In Chinese culture, it's good luck and I hope Tze Yong will have some of it.
"I hope he does well in the Commonwealth Games. He's got potential. How he deals with it is up to him, but I hope he finds success," added the 12-time Malaysia Open champion.