Sandy has proved to be deadly and devastating all along the east coast, but that didn't stop big corporations from riding the PR wave.
In the midst of personal accounts and dozens of pictures being uploaded by the minute, you're bound to find … a big sale?
"The storm blows … but free shipping doesn't," Urban Outfitters tweeted.
"We'll be doing lots of Gap.com shopping … How about you?" Gap tweeted.
Some of the many advertising tweets were sent hours before and during Sandy's arrival.
"So quickly can something so innocent can blow up into something so huge," RMH Marketing and Media accountant Chris Bunker said.
Clearly, companies want to ride Sandy's wave, but one can expect a direct hit from consumers, Bunker said.
"I just think that there's a better way to do it," he said. "I mean, show first that you care. Every client wants to see a company that cares."
Any big event can be a PR opportunity. Sears recently promoted generators and air mattresses, but Target stood out.
"They actually partnered with Red Cross to help people. Obviously, their brand is still there ... this is, I would say, a perfect example of how to do things right."
Though some of those big name stores have apologized or deleted their tweets, the damage, you could say, is already done.