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The online boutique, Celeb Boutique, made a huge error today in mistakenly assuming the trending #aurora had something do with a dress in stock of the same name.
Friday morning in Aurora, Colorado, a shooter entered a full theater during the midnight premiere of The Dark Knight Rises and opened fire on the crowd. There are 12 confirmed deaths. Around nine hours after the massacre, the handlers of Celeb Boutiques' Twitter posted a tweet saying, “Aurora is trending, clearly about our Kim K inspired Aurora dress,” along with a link to the product reports, The Los Angeles Times.
Realizing about an hour after the fact that #Aurora was actually referring to a tragedy in a movie theater in Colorado, the tweet was deleted from the page. Twitter fans were in uproar. Some responses including, “Most appalling tweet of the day goes to…," “Can you say bad PR?” and words like “stupid” and “insensitive.”
Following the removal, Celeb Boutique apologized in 140 character chunks, “We are incredibly sorry for out 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 simple thought it was a 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 the situation –CB"
Celeb Boutique released an additional statement this Friday afternoon; "We at CelebBoutique are deeply and truly sorry from the bottom of our hearts for our tweet regarding the Aurora trend on Twitter," the statement said. "We were unaware of the horrific tragedy that occurred in Colorado and though there is no excuse for our mistake, we hope the families of the victims will accept our greatest sympathies and apologies along with the American public. Please be aware our social media is handled exclusively in the U.K. and our U.S. PR efforts only caught wind after our team discovered the terrible mistake. Again, we cannot apologize enough for any offense we may have caused and hope everyone can forgive us for this terrible mistake."
Twitter is also trending with #theatershooting, colorado and even thoughts of columbine with messages of hope and condolences to those in Aurora during this time of sadness.