Social media managers may be resolving to pay closer attention to their calendars in the New Year after a few brands jumped the gun with scheduled tweets intended for midnight on New Year's Eve. Sadly for them they got the wrong midnight.
Highland Spring was among those who scheduled a tweet for 00:00 on 31 December 2015.
Of course there are worse things in life than getting the scheduling of a tweet wrong (such as celebrating New Year with fizzy water, I'd imagine).
Pizza delivery company Papa John's also appeared to struggle with the idea that 00:00 on 31 December is only the start of New Year's Eve.
Tower Bridge and Nottingham Castle also jumped the gun, including photos of fireworks displays which hopefully weren't really happening in the small hours of New Year's Eve.
In fairness to all these brands, they may have gone a day early but their scheduled tweets are no more or less insincere for their bad timing and at least their tweets will get noticed, unlike hundreds of brands whose scheduled tweets will be appearing at the right time.
When scheduled tweets attack