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How social media performed during Aurora tragedy

John P. Mello Jr. | July 23, 2012
For anyone seeking immediacy as the tragedy in Aurora, Colorado, unfolded Friday, online social media outlets provided an unparalleled view of the events that left 12 people dead and some 70 others injured. They also provided some low points on the humanity scale.

Another social media low occurred on Twitter. There, on the morning following the Aurora shootings, a message was posted to a Twitter account affiliated with the National Rifle Association stating: "Good morning, shooters. Happy Friday! Weekend plans?" After around two hours, the posting was taken down by the NRA, which stated, "A single individual, unaware of events in Colorado, tweeted a comment that is being completely taken out of context."

Empty headed following of Twitter trends landed Celeb Boutique in the doghouse over Aurora, too. The fashion brand, or a bot it uses to automate tweets, saw "Aurora" trending, created the hashtag #Aurora and posted it with a tweet pointing its followers to its Aurora dress. Celeb Boutique later tweeted that it was unaware of the news behind the trend.


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