Musical icon David Bowie passed away earlier in the week and two very contrasting examples showed the sensitivities around brand tweets.
The Scouts posted a rarely seen picture of a young Bowie in a Scout uniform, along with a surprising fact that his first ever gig was for the boys group.
Meanwhile, Crocs posted a stylised trainer featuring the famous Ziggy Stardust tattoo. There was considerable online criticism and the tweet was removed twenty minutes later
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The Scouts tweeted a sensitive tribute, sharing relevant information in a way that was in keeping with the public mood. As they are not a commercial organisation they were able to join the conversation without having their motives questioned
Stay away from tribute tweets unless you have a natural link with the deceased or something interesting to say. If in doubt, stay out!