Social media is often the first place we head when we want to share our feelings with the rest of the world.
When the news of Carrie Fisher's death broke, fans, celebrities and friends of the actress turned to Twitter to share their grief. And so did a company called Cinnabon.
The cinnamon roll manufacturer tweeted a picture of an artistic impression of Princess Leia made from flour and a cinnamon bun, with the caption "RIP Carrie Fisher, you'll always have the best buns in the galaxy".
Predictably, people weren't pleased with them appearing to use the death of a much-loved star to stealthily market their products.
"The award for 'Most Tasteless Brand Reaction To A Celebrity Death' goes to Cinnabon," tweeted Fox News anchor Jim Lokay.
"Way to try to capitalize on a death [sic]" said another user, Charles Bowles.
"I needed a reason to hate you. Mission accomplished," fumed an angry fan.
But not everyone thought the tweet was in poor taste.
"Loved the tribute! We all know CF could laugh at herself and wound have loved the tribute," said LaTashia Reedus, while others said the backlash was down to people being "overly sensitive".
Cinnabon deleted the tweet before posting an apology.
The artwork in the original tweet wasn't created in response to Carrie Fisher's death. It was actually an image they shared on May 4 - the unofficial Star Wars Day.
Whatever you thought of the tweet, this brilliant reaction from Palm Beach Post digital content writer Adrian Crawford should be acknowledged.
What did you think of the tweet? Crass or cute? Tell us over at Closer's Facebook and Twitter