Credit Suisse has been tweeting out fairly boring corporate statements such as "CEO Tidjane Thiam discusses 3Q18 #CSresults" for the past nine years. They usually get a few retweets or likes, but nothing much. But one fairly bland-looking tweet in September, congratulating one of its executives on their inclusion in a women’s power list, was a different matter.

“Shame on you @CreditSuisse”; “I feel genuinely angry about this”; “this is grossly offensive”; and “badly misjudged by Credit Suisse” were just a few of the nearly 650 (mostly angry) reactions to the tweet.