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Official NRA Magazine ignores Colorado shootings.
The morning after the same incident, American Rifleman, an official NRA magazine, also fumbled.
What went wrong: According to an official spokesman, the offending tweeter was “unaware of events in Colorado.” But I’d bet this tweet was scheduled in advance--written well before the shooting as part of a regular weekly update, then sent out automatically using a Twitter tool the morning after the tragedy.
Solution: Never put your social media on autopilot. Scheduling features offered by social media management tools can be an extraordinary timesaver, but they have to be used intelligently. The essence of social media remains real-time interaction between real people.