On Monday, as its some of its staff went on strike over controversial modernisation plans, Southern Rail tweeted this, asking customers to tweet the RMT union and "tell them how you feel".
Time to get back on track. Tweet @RMTunion & tell them how rail strikes make you feel. https://t.co/IVaRAGBBSV… https://t.co/RNxBaduKiN
But things didn't quite go to plan when the resounding majority of people replied – some using fruity language – to say that in fact they supported the strike action.
.@SouthernRailUK Whoever developed & signed off on this social media campaign is a bastard. Please tell them, they are a bastard.
In the words of one customer, Southern's service is "fucking bollocks".
Hi @SouthernRailUK honestly your service is fucking bollocks and at least @RMTunion give notice of when it won't be running, unlike you.
Some people were not very nice at all.
fuck you @SouthernRailUK, you seeping colostomy bag full of lies and ineptitude
It got personal.
.@SouthernRailUK Oh, & stop acting like a bitter dad in a divorce where mum got the kids because she fed them while you spent their savings
More than one person called for Southern to lose its franchise – a sentiment that has grown over months of industrial action from Southern staff.
@SouthernRailUK You're a shambles and this is embarrassing. I hope you lose your franchise.
@SouthernRailUK the strikes make me feel like the franchise should be taken out of your control and renationalised. @RMTunion
Another pointed out that the @SouthernRailUK Twitter account went back to apologising for delays and cancellations and the like (although there will be more of those during a strike, in fairness).
Hilarious thing about @SouthernRailUK is that after that idiotic tweet their timeline goes back to apologizing to customers for being shit
The tweet was, some concluded, an attempt to pass on the blame for a troubled service.
@SouthernRailUK How about you tackle your own consistently crappy, complacent service instead of trying to pass the blame on to @RMTunion?
.@SouthernRailUK Full support to @RMTunion, ta for asking. You're not getting rid of James the conductor, are you?
And it turns out James the conductor left about a year ago anyway.
@wiilassie @SouthernRailUK @RMTunion Edith I'm afraid to say James left the company about a year ago! Was a fantastic colleague
The whole thing appeared to have backfired slightly. Or, as one man put it: "You stood on your bollocks here you muppets".
.@SouthernRailUK you stood on your bollocks here you muppets. Hilarious. @RMTunion keep up the good work
@SouthernRailUK @RMTunion How #Southern must be feeling right now... #southernfail #prdisaster #SouthernBackOnTrack
How does @RMTunion strike action make us feel? #SouthernBackOnTrack @SouthernRailUK
Southern is sticking to its guns, however, and defended the tweet in an emailed statement.
"Our aim [with the tweet] was to get the debate going and to let people know exactly what our very fair and comprehensive offer is and how we are trying to modernise the train service for our passengers which the RMT leadership is trying to block," it said.
"Our service has not been good enough, and the main reason for that has been the RMT union leadership’s refusal to talk and do a deal. Thousands of passengers are demanding to know what we are doing to bring this dispute to an end. We felt there was a need to let them know."
Southern also said it would pay its conductors £2,000 each if they voted to end the strike action.
In response to this offer, RMT said on Monday morning: "This dispute has never been about money, it is about guaranteeing that there is a second, safety-critical member of staff on-board the current Southern rail services.
"Despite the Southern spin, this dispute is not solely about the doors – it is about giving passengers that safety guarantee that goes with the second member of staff on the train."