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For years, Braden Wallake has posted everything from business lessons to animal pictures on his LinkedIn page. A fateful midweek post on a late-summer day stopped the marketing executive in his tracks.

Wallake shared a teary-eyed selfie with a message about his feelings after laying off staff. Just like that, he was the “Crying CEO.”

“I woke up the next day, texted my marketing person and said, ‘I think I went viral last night,’” said Wallake, whose post has raked in more than 57,000 reactions and 10,000 comments.

Users blasted the HyperSocial CEO as being “manipulative” and displaying “self indulgence.” The photo “would make a great dart board,” another wrote.