A few years ago, now, SeaWorld ran a Twitter feed for Shamu. It was a playful satire pretending that the ubiquitous identity of all its killer whales — Shamu — was actually an audacious, sarcastic show-off.
It was popular. Some of Shamu’s posts traveled far, amplified by dozens of retweets. Shamu would make fun of the sexual attractiveness of Norwegian curlers. He would laugh about other animals and react to visitors who came to SeaWorld and tweeted their joy.
Through Shamu, SeaWorld personified the killer whale. And he was funny.
But then, on Feb. 25, 2010, Shamu abruptly stopped tweeting. It was a day after a whale, Tilikum, killed a SeaWorld trainer. He mutilated her, really.