In the 'How To Do Social Media Wrong' handbook there must by now be a whole chapter dedicated to why brands shouldn't try to exploit somebody's death, yet 3M's social media team clearly hadn't read it before hitting send on this heavily branded tweet following the death of Prince.
Nor had whoever at Cheerios thought this was a good idea.
Clearly neither brand has learned from the likes of Crocs, so rightly lambasted earlier this year after trying to exploit the death of David Bowie in order to remind people how awful their shoes look.
But there is, which is no doubt why Cheerios subsequently deleted the above tweet.
The safest rule of thumb is surely to assume tragedies such as deaths and natural disasters are off limits as far as "real time marketing opportunities" go. It just seems incredible anybody actually needs to be told that.