On Friday, Twitter was abuzz with discussions about the Aurora, Colorado shooting at a midnight showing of the new Batman movie.
As often happens with big news stories, "#Aurora" became a trending topic on Twitter in the U.S., meaning that the phrase--in this case the hashtag--was one of the most popular words being tweeted at that time.
Since many people follow these trending topics to follow a news story, many people and brands "hijack" these hashtags to increase their own visibility.
And not for the first time--nor sadly the last--someone neglected to check the reason why the word was trending before they jumped all over it. "#Aurora is trending, clearly about our Kim K inspired #Aurora dress ;) Shop [link]..." tweeted @celebboutique.