Social media is a tricky old business.
Often largely ignored by major brands in the early days when the Twitter account might be entrusted to an intern or work experience youngster, these days it's taken a bit more seriously and seen as a great way to interact with fans.
But often - especially on Twitter - it is immediate and unedited. And that can lead to cock ups or posts that just... miss the mark.
Manchester United suffered a 2-1 defeat at Fenerbahce in the Europa League on Thursday night. But keen to put that behind them and look ahead to the next match - a Premier League trip to Swansea City - their social media gurus sent out an upbeat, positive sounding tweet on Friday morning.
The only thing was, the wording used sounded rather familiar, and perhaps somewhat ill-advised given its most recent associations...
https://twitter.com/ManUtd/status/794461684333060096
Sunjay picked up on it straight away:
https://twitter.com/SVNJVY/status/794488292083453953
Yes. yes it is:
https://youtu.be/Fi-SdzOlef4
https://twitter.com/ThSaurabhMishra/status/794490625341018112
No. No it didn't:
via GIPHY
Safe to say, it did not go down well with the United fans...
https://twitter.com/MartioIogy/status/794461912402685952
https://twitter.com/LewisTux/status/794464050528878592
https://twitter.com/stephenackroyd/status/794471255118401537
https://twitter.com/NanaPinero89/status/794468288726241280
Is this next one the modern equivalent of 'you need to have a word with yourself'?
https://twitter.com/WalidSeifeddine/status/794495261703860224
Simple, but clear message:
https://twitter.com/Sumner7utd/status/794492358746370049
The classics:
https://twitter.com/abood_hamed/status/794461771994107904
https://twitter.com/Xidig_AFC/status/794499938805837824
Erm...
https://twitter.com/FinishedUtd/status/794463256559620096
https://twitter.com/devlinsharpe10/status/794463234191491072
https://twitter.com/Hed04/status/794470779891154944
https://twitter.com/Flesj/status/794467887138435073
Bit OTT:
https://twitter.com/Mish3lMz/status/794462150899200000
https://twitter.com/RealSwissGames/status/794507306499194881
And perhaps the most damning of all:
https://twitter.com/DjDinskey/status/794462467854319616
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