On the night of the Dark Knight Rises release, a theatre in Aurora, Colorado was the target of a mass shooting by James Holmes. As social media does, when something significant happens, it begins to trend. Celeb Boutique, an online fashion store, noticed that #Aurora had begun trending, and stupidly failed to check the reason. Instead, the store opted to use the opportunity to tweet about a Kim Kardashian inspired dress, also named Aurora. Notice a trend here? Double check before posting, especially if you have a business on the line.