When you make a PR blunder so offensive and the blogosphere phere recoils, apologize for your actions.
Here’s what not to do:
In a large presentation about social media that coincidentally postdated this tweet, the presenter insisted that the social mediasphere doesn’t have the ability or will to remember the bad things. So there’s no negative long-term fallout. Wishful—or magical–thinking. In a world of short attention spans, impressions still matter.
This was a bad move made worse by blaming the reader.