How are some businesses capitalizing on social media at the time of someone’s death?

Social media tends to capitalize businesses by making posts which attract the emotions of the viewers at someone's death. In this way their business is promoted such as increasing the likes on a post or other sources. Many businesses will post condolences message as a result of which many viewers will be attracted and will discover their business. Social media has become the new trend and every business utilizes it for prospering under conditions such as death of a person, other exciting events etc.