This post is so money, Jay. Seriously, every brand, brand manager, and CMO should be required to read this, because a lot of the time the pressure to “say something” is coming from somewhere else internally.

But in the end it’s actually baffling what the thought process is sometimes. Would a company send a representative to that celebrity’s funeral to set up a booth and sell product or swag? Would Nike pay pall bearers to wear their shoes during their task? (Thankfully the answer is generally “no”, although Nike may view that as an untapped opportunity) These may sound like extreme comparisons, but in essence they’re not that far off.

Social media is already narcissistic and opportunistic. Adding “ambulance chasers” as a descriptor can.