#HOAX:

A co-ordinated effort on Twitter earlier in the week turned the hashtag "Who is burning black churches?" into a worldwide trend, and it's since been mentioned more than 300,000 times. The phrase, however, is slightly misleading - instead of trying to get to the bottom of who might have been behind the fires, most of the messages Tweeted under the hashtag criticised mainstream US media outlets, claiming that they were ignoring or downplaying the story.

"I live in knoxville [in Tennessee] and had to hear about a black church being burned IN MY CITY from twitter thanks local news," one man tweeted.

The campaign was the brainchild of a relatively small group of activists, many of whom identify themselves on their Twitter profiles as supporters of Black Lives Matter, a movement that originally sprung up to protest alleged police brutality and the shootings of African-Americans.

It became a political force last year during protests and riots in Ferguson, Missouri, after 18-year-old Michael Brown was shot dead by a police officer. One of the activists who rose to prominence after live streaming events in Ferguson, Palestinian-American and St Louis native Bassem Masri, was also one of the main Twitter users behind the "Who is burning black churches?" hashtag.

"We circulated the idea through [direct messages] so that at a specific time, everyone would to go hard on the hashtag, and encouraged everyone to keep at it," he told BBC Trending.

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