Speaking at an advertising event hosted by Nabs last week, Lord Sugar (@lord_sugar) took questions from the 500 strong audience via a live Twitter wall.
When asked about his thoughts on how social media shapes consumer habits, as well as his love/hate twitter relationship with his big Twitter rival Piers Morgan, Lord Sugar responded by calling him a “twat”.
He also insisted that he was the only person to stand up to the former Daily Mirror editor and now CNN presenter.
The two are constantly tweeting each other and winding each other up about football as well as many other topics.
A keen tweeter, with more than 2.3 million followers, Lord Sugar also said that he enjoyed using the platform to silence his media critics.