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Online retailer makes light of Colorado massacre.
Hours after the fatal shootings in an Aurora, Colorado, movie theater this July during a screening of The Dark Knight Rises, UK clothing retailer CelebBoutique found itself in hot water.
What went wrong: According to CelebBoutique, the individual handling the company’s social media never checked why #Aurora was trending on Twitter.
Solution: Use a social media management system that has variable permission settings. Junior employees or outside contractors can be given draft-only permission. Their tweets are then fed into approval queues to be vetted by senior staff before publishing.