#Aurora, And The Dangers Of Outsourcing Your Social Media

07/25/2012 09:34 am ET | Updated Sep 24, 2012

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.


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