Social media doesn't get much more awkward than this.
Twitter suspended the account of its co-founder and chief executive officer today, with users shown only error messages when trying to view Jack Dorsey's @jack profile.
The embarrassing mix-up comes just a fortnight after Facebook appeared to pronounce its founder, Mark Zuckerberg, dead in another "terrible error".
Mr Dorsey's suspension from the site follows a recent Twitter crackdown on offensive tweets.
His profile was removed earlier today and later reinstated with fewer fans, before his 3.6 million followers returned.