I think that the organizations have been successful in using twitter to promote their products because a lot of the time the hashtag’s are usually trending either for a new item in the store or a new collection in the store. Most of the time it helps people that are following the organizations be able to be informed quicker about new and upcoming items, it’s profitable for the organization because its an easier way for them to get the word out. A lot of the people are using social media like Twitter and its how the people stay up to date with the newest trends and in doing so gets the organizations more customers. The Celeb Boutique saw that Aurora was trending so they decided to get on the bandwagon to promote Kim Kardashian’s inspired Aurora dress, but it turns out that Aurora was only trending because of the horrific Dark Knight Rises mass shooting. Celeb Boutique’s tweet was left up for about an hour they then removed the tweet from its page, and posted the following apology claiming that the individual that posted the tweet was not based in the U.S. and, therefore, not aware of why #Aurora was trending in the first place. This was the exact apology that was 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 the future to look into what we say in our tweets. Again, we do apologize for any offense caused. This was not intentional and will not occur again. Our most sincere apologies for both the tweet and the situation.” I feel that this was a good save for the organization because the person that posted it was not based in the U.S. so that they were unaware about what was happening at the time. I feel that they did a good thing by realizing the tweet and taking them down and that they did apologize because of all the back lash that they got from the hashtag.