A few things to add to this.
It takes about half a minute to find out Jon does work at his Soul Kitchen. It confuses me why some people think he was marketing by releasing that photo. Sure, he's going to really bump album sales and shift a ton of tickets off a photo of him washing dishes. Those Redditors praising him are probably tripping over themselves to buy the next album.
If there was any ulterior motive it would be to say, "hey look at me and how nice I am". Either way, I think we all forget how we use social media. Check out the social media pages of people who have bona fide credentials in charitable organizations and are absolutley on the front line. They are even posting images of good things they do. How dare you pat yourself on the back, I guess.
One way to get ordinary folk to mobilize and do their part (even if it is to stay indoors) is by engaging them. Like it or not, their favorite celebrity is more likely to touch them than a politician. As far as self-congratulatory celebrity publicity over the last two weeks, this rates as amongst the least offensive to me.
And, those offering in-depth critique on a song he probably wrote on toilet paper before he wiped his ass, how embarrasing. He wasn't aiming to write a hit single that will be the opener on the next tour. It may even have been contrived, but it was just some words reflecting on the time.
We all have plenty to be embarrassed with JBJ about, but it seems he can be embarrassed by his fans too. Really, imagine listening to that song and thinking it was worthy of a mini review? That it was worth anything more than its face value.
If Jon did want to try and do some marketing, he would be better off marketing some old songs. No-one new to Bon Jovi is buying the new album. He should be trying to push Living on a Prayer as song of hope during this crisis and try and get it to go viral as such. That would be contrived but more effective a marketing strategy than washing dishes at a charity you developed and grew.