Last night, Chicago Bulls’ superstar guard Derrick Rose tore his ACL in Game One of the the Bulls’ playoff series against the Philadelphia 76ers. The injury will keep him out for the rest of the year, at the very least. An ACL injury is serious, the sort of serious that had ended promising careers. Now normally, you’d feel some sympathy for Rose, even if you rooted for another team or hated the Bulls. But you wouldn’t be Nike shoe designer Jason Petrie. See, Rose signed a deal with Nike rival Adidas, which gave Petrie (who designed LeBron James’ signature shoe) all the reason he needed to tweet this shortly after Rose’s injury.

As you might expect, this caused a the slightest kerfuffle, which sent Petrie back to Twitter. He was not exactly contrite.

That wasn’t quite the apology people wanted to see, though. Reaction was…strong. Petrie then issued a real apology this morning.

Twitter was not inclined to accept. In fact, people wanted more than a simply apology almost a day after the fact. Much more.

And those are the Tweets we can publish that are safe for work and children.

There is a lesson here. What you put on social media reaches the world, whether you want it to or not, so make sure your “joke” tweets really are jokes. Otherwise, you could spend an awful lot of time trying to save your job.

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