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:
— Minnesota Twins (@Twins) April 14, 2015
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:
@Twins Who in their right mind would want to relive that?
— Jodi Halvorson (@jodi_halvy) April 14, 2015
@Twins What if we want to wipe the entire debacle from our memories. The team is making me relive mid-90s.
— Brandon Bohning (@BrandonBohning) April 14, 2015
@Twins yaaay lets relive getting spanked 12-3
— Aarin Lipner-Riza (@aarinlr) April 14, 2015
@Twins I’d rather not relive it, thanks.
— Paul Molitor (@sirpaulmolitor) April 14, 2015
@Twins wow. You set yourself up for negative comments with that headline.
— Pat Zandstra (@racer2738) April 14, 2015