23Jul
2012

Written by James Ashford See James Ashford's Google Profile >>

Sensitive ‘Aurora’ Trending Tweet Is Hijacked By UK Company

On Friday after the dreadful shooting during the Batman Movie in Aurora, Colorado, the term ‘Aurora’ began trending on Twitter.

Among the many sensitive Tweets which appeared,  CelebBoutique.com, an online retailer based here in the U.K., posted the following tweet:

Their Apology

After a lot of negative responses, they removed the tweet and posted this response:

“We are incredibly sorry for our tweet about Aurora – Our PR is NOT US based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic – we have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense caused. This was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation. – CB”

Your Thoughts?

Do you think that was a terribly bad thing to do or an innocent mistake?

Should companies be more careful about what they tweet, rather than just jumping on a trend for their own ends?

Let us know your thoughts.