The last few days marketeers and social media managers were faced yet again with another unprecedented event - the passing of HM Queen Elizabeth II, who's reign lasted more than 70 years. With social media channels only having existed for 17% (25 years) of that reign the event is something truly new to navigate. So, how do you navigate a head of state dying, how is a period of mourning reflected on social media - are there differences between organic and paid social? As a brand and/ or company is it really necessary to switch your profile pictures and cover images to grey scale to reflect the sentiment, is your brand required to share a statement? Many questions that differ in answers per company and crisis event