Much-loved bookshop Waterstones this month did away with their apostrophe. Unsurprisingly this caused an amount of controversy in both traditional and social media. An entertaining Twitter account, Sad Apostrophe, also popped up pretty quickly.
Luckily, someone manning the Twitter account of Waterstones Oxford Street has a sense of humour and some social business savvy. The product of this? One of my favourite tweets ever: