Esquire.com made two mistakes on September 11. First, the website posted the well-known image of a man falling from the World Trade Center on 9/11 next to a story about commuting to work.

When people criticized the mistake, a tweet told people to "relax."

Not surprisingly, Esquire.com suffered worse for its response.

Discussion Starters:

• How does the tweet response fail? Analyze the word choice and tone.
• Rewrite the tweet for Esquire. What might have worked better?