Twitter is abuzz with tweets of those in shock over the shooting in Aurora, Colo. Hashtags like #Aurora, #theatershooting and #PrayForAurora are trending on the social networking site.
Online shopping site Celeb Boutique took advantage of the trend by posting a Tweet that caused a stir of angry responses from the online community.
"#Aurora is trending, clearly about our Kim K inspired
#Aurora dress ;)" the boutique tweeted, along with a link to buy the dress on the company's website.
Upset users responded, "WHAT IS WRONG WITH YOU GUYS," and "Wow. Clueless much?"
The company later removed the post from its feed and issued an apology through Twitter: "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 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"