We usually focus on the stories of brands effectively utilizing social media. We would be remiss, however, if we didn’t highlight what happens when a brand flubs at the social media game. In this case, UK-based company CelebBoutique didn’t check into why the word #Aurora was trending in the last several days and foolishly wrote the following tweet:
“#Aurora is trending, clearly about our Kim K inspired #Aurora dress Shop: CelebBoutique.com/aurora-white”
The tweet remained published for one hour and was retweeted many times before the company tweeted apologies four separate times. Although the company did not know about the mass shooting at the The Dark Knight Rises film premiere the night earlier in Aurora, Colo., people via social media outlets are calling for a boycott of the company, which guides customers in ways to dress like their favorite celebrities. We wonder if the tweeter is revamping his or her resume this morning, as a mistake like this can cause a social media nightmare for any company.