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Although I did not see the original "tweet" the only conclusion that one can draw is that it was touting for business. Personal Injury is, by definition, a "distressed purchase" and any promotion of services which are linked to a specific incident are bound to cause offence. And rightly so. And apology is not an apology unless it is sincere.
This also highlights the pitfalls of using social media as a means of advertising. I have never understood the benefits of Twitter for professional services firms; surely the giveaway about the whole idea can be found in the first four letters of the name.