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The fashion retailer has got itself into a spot of hot water online after a heavy-handed social media manager insisted that an individual delete an angry tweet relating to a late delivery. The story demonstrates exactly how not to run the social media marketing wing of a brand.

The original tweet read: ‘Fucking Next wankers! It’s a pissing Sunday you bastards & I’ve wasted four fecking hours for a delivery you forgot to tell me isn’t coming.’

@nextofficial then responded: “@Ox_Bex Hi BC, we kindly ask you to remove your original tweet as the language used may offend other readers. Instead, please DM at @NextHelp.”

Trying to censor negative online content is not a good look, for some more creative ways to deal with damaging social media content check out this article.