Twitter is often all about timing and phrasing. If you miss your window or word something the wrong way, good intentions can drift into bad results in a hurry.

This is particularly true of brands, and even more particularly true of brands that are struggling. I offer up Example A from this morning, when the official Twins twitter account sent out this tweet:

It’s pretty harmless, basically trying to get fans to look at some photos from the home opener. Sure, the Twins are 1-6 and were blasted 12-3 by the Royals, but there were still some nice moments.

However, I imagine the use of the word “relive” served as a launching pad for things to get ugly in a hurry in the @ replies. Let’s take a spin through a handful of the ones that are safe for print:

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