If your company’s social media is done by another company, you may want to hire one that’s close to home and knows what’s going on in your country.

That’s what Celeb Boutique (@celebboutique) found out the hard way. The online clothing store noticed that #Aurora was trending, assumed it had to do with them, and quickly seized the moment to push their Kardashian-inspired line named ‘Aurora.’

The Twitter traffic, however, had nothing to do with their summer line and everything to do with the terrible massacre in an Aurora, Colorado movie theater. The post echoed around the internet as the most ill-conceived tweet of all time. Upon realizing the mistake, Celeb Boutique, removed the tweet down and apologized, saying –

“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 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.”

Social Media is all about being connected. Not just to your potential customers, but the world around you. If you’re going to let another company be your representation in the digital world, make sure they understand the implications of everything that’s posted on your behalf.

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PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.