West Bromwich Albion issued a rather half-hearted apology to Manchester United midfielder Marouane Fellaini last last night, on the same social media account where a poorly-placed joke about the Belgian international came back to bite the Baggies on the bottom.
Fellaini was the subject of a jibe from @WBAFCofficial while he warmed up during a frustrating first half for the visitors, although he made that post look silly to say the least with an impressive second-half display which featured his first goal for the Red Devils.
The whole episode started just before half-time in last night's 2-2 draw at The Hawthorns, when West Brom's official Twitter account posted: "Fellaini has now taken his tracksuit off, fortunately he has a Man Utd strip on underneath."
Man United star Anders Lindegaard quickly took exception to that inflammatory remark, responding:
Fellaini produces perfect on-field response
While social media was going into overdrive over the dispute Fellaini made the Baggies eat a slice of humble pie, slamming a thunderous drive into the roof of the net jus three minutes after replacing Ander Herrera.
Fellaini has grown accustomed to criticism since signing for United last summer, but his strong impact from the bench last night kept his critics quiet for one night at least.
West Brom's social media supremo was among those who were forced to eat their words, although when a comment on the initial Tweet came it was hardly a grovelling apology.
Shortly after the final whistle at The Hawthorns they posted: "Sorry if a joke about a footballer not having a shirt on under his tracksuit top has caused such outrage. It was not intended as a slur."
City example should have served as a lesson
This is not the first time this season the wonders of social media engagement have left a Premier League club with egg on their laptop screen.
Manchester City chose to highlight that Francesco Totti had never scored in England before their Champions League showdown three weeks ago, a Tweet that the Italian international admitted gave him extra motivation after netting the opener in a 1-1 draw at the Etihad.
There's a balance to be struck in choosing to be sprinkle humour into minute-by-minute match updates on an official account, Fellaini's second-half heroics made sure the Baggies fell short of that thin line after a four-goal thriller in the Midlands.