Bad timing award: Adweek uses Boston Marathon bombings to dispense branding advice

Really, Adweek? You couldn’t have waited 24 hours?

Twitter users are shaking their heads.

https://twitter.com/Mister_Wang/status/323924559097102336

Boston Marathon tragedy great opportunity for marketing advice, says nobody. Except @Adweek http://t.co/hzSgPyHoXI via @moneyries

— Ted Chamberlain (@ted_chamberlain) April 15, 2013

An inadvertently insensitive article about not appearing insensitive inadvertently. RT @lauraolin: that AdWeek piece: http://t.co/hDykklIAG4

— southpaw (@nycsouthpaw) April 15, 2013

Sensitivity is always on-brand RT @Adweek: #BostonMarathon tragedy shows why brands need a human touch on Twitter. http://t.co/woJPvtcEmg

— Whit Fishman ? (@whitneyfishman) April 15, 2013

Did you turn off scheduled tweets? RT @adweek: #BostonMarathon tragedy – why brands need a human touch on Twitter. http://t.co/ibLHWvjCBT

— Canton Ad Federation (@CantonAdFed) April 15, 2013

The true definition of #irony: “@Adweek: #BostonMarathon tragedy shows why brands need a human touch on Twitter. http://t.co/Oot9hzCBCt”

— Corinne Waite-McNish (@corinnewaite) April 15, 2013

Oy @adweek shares lesson of what not to do via social crisis, all while coming across as newsjacking. Poor form. http://t.co/PzdZmoLYou

— Monica Wright (@monicawright) April 15, 2013

News-jacky. And jack-assy. #FAIL.