WW trended Friday, but it wasn't all about "Oprah’s 2020 Vision: Your Life in Focus" tour – which kicks off Saturday in Florida – or New Year's resolutions.

The company formerly known as Weight Watchers is a sponsor of Oprah's tour, and the hashtag #thisismyWW showed up as a promoted tweet under "trends for you" late Thursday and early Friday. Hashtags #WWIII and #WorldWarIII also trended after a U.S. airstrike killed a top Iranian military leader late Thursday.

The Pentagon launched an airstrike late Thursday that killed Iranian Gen. Qasem Soleimani, head of that country's Quds Force. He was an influential figure in Iranian politics, and his death raises fears about possible retaliation against the United States.

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The Defense Department said it conducted the attack as a "defensive action" against Soleimani, who it said planned attacks on American diplomats and service members.

Several Twitter users spoke out on the social network about WW's promoted tweet's timing.

"Insanely poor timing for Weight Watchers to be promoting #thisismyWW in the trending page," Twitter user @maddieb3rry wrote.

WW CEO Mindy Grossman told USA TODAY Friday the promoted hashtag, which was tied to the start of the new year and the myWW program, was removed.