It has been a rough couple of months for 'X Factor' winner James Arthur where social media spats are concerned, and one PR expert has now given his opinion on the tricky situation. 

Mark Borkowski told the BBC that he doesn't think the 'Impossible' singer is "sophisticated" enough to be let loose on Twitter, but at the same time his recent homophobic slur and public arguments with people will be glazed over because he has so many followers and is an influential figure:

"He's clearly not sophisticated enough to recognise a) the power of his brand and b) the morality of his brand. There is a sell-by date stamped on these performers and people try and keep as much life as possible going, until the audience move off to the next shiny beast they want to surround"

Explaining Arthur's label's decision to keep his Twitter account active, Borkowski added: "You're not going to shut down a Twitter account that has over two million followers."