NRA quickly deletes tone deaf tweet in wake of shootings - but not soon enough

Last week, we posted the top 5 risks of using Twitter, one of which was 'tone deafness'. There's a great example of this today. As the public tries to make sense of the horrible shooting in Colorado last night in which 12 people were killed, American Rifleman (the official journal of the National Rifle Association) apparently sent out the following tweet this morning at 9:20 am:

A quick check of the journal's Twitter page shows the tweet has since been removed. Someone at the organization likely deleted the tweet once they started getting inundated with retweets, negative comments from the public and critical news stories. But not before someone got a screen cap of it.

Here's just a sample of the backlash they're currently facing on Twitter:

Update: It appears the NRA has now gone beyond deleting the offensive tweet and has deleted the twitter account in question altogether. Talk about handling the situation the absolute wrong way in a social media world.