The e-tailer, which is an online retailer based in the U.K., Tweeted the following on Friday (the Tweet has since been deleted):
"#Aurora is trending, clearly about our Kim K inspired #Aurora dress ;) Shop: celebboutique.com/aurora-white-pleated-v-neck-strong-shoulder-dress-en.html"
Clearly, #Aurora was trending not because of a dress that the site says was inspired by reality TV "star" Kim Kardashian, but because of the tragedy in Aurora, Colorado, where a gunman rampaged through a "The Dark Knight Rises" screening, killing 12.
After about an hour later, following quite a few Tweets in response, the site removed the original post from its Twitter feed and posted the following:
"We apologise for our misunderstanding about Aurora. - CB."
Shortly thereafter, that Tweet was also deleted, and replaced by a series of Tweets (hey, 140 characters, right?) that said:
"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 our 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. - CB"
In fact, Twitter mistakes are far from rare. You might recall the following, some of which were oops-type mistakes, and others which were well-intentioned, but still ended up being huge FUBARs.
Spike Lee re-Tweeting the wrong address for George Zimmerman (the Trayvon Martin shooter)
A McDonald's ad campaign that became a huge marketing FUBAR
The Duggar family Tweeting an image of Jubilee Duggar, who Michelle had miscarried
An erroneously Tweeted Steve Jobs death news story