It’s happened to all of us. We think we’re logged into one account, when actually we’re logged into another. We think we’re sending a Direct Message, when actually we’re sending a a message to the world. Or maybe we just don’t think and regret saying something. Whether you’re an individual or a brand, Tweeting something you shouldn’t have can be a cause of concern, panic and, often, inertia. What should you do? Ignore it? Apologise? Do you risk making things worse?