The National Rifle Association shut down a key Twitter account last summer in the aftermath of the Aurora, Colo. theater shootings. On Saturday, one day after the unthinkable shootings at a Newtown, Conn. elementary school, the NRA took a more drastic measure by deactivating its Facebook page after celebrating getting to 1.7 million fans on the social site earlier in the week.

While the group has not commented since Friday's tragedy, it appears to have staked out a strategy to take its brand out of the social media picture in the wake of a mass-shooting news event. Given its guns-rights cause, the social media buzz after such events seems to be an unenviable conversation for the org to partake in. The NRA's chief Twitter account, which has doubled in followers to 63,000 since the Aurora shootings, has been silent since tweeting out a holidays giveaway contest early Friday.

Meanwhile, Facebook news feeds and Twitter streams have been inundated with debate about whether the nation's politicians should enact federal gun-control legislation in reaction to the recent string of mass shootings. The conversation has ranged from typically political to thoughtful to downright ugly.

The NRA has not yet responded to Adweek's request for comment.

The association's last tweet: