Keep up to date with what’s happening
Things are changing fast, what might have felt like a good message yesterday might not be the right thing today. Keep a close eye on the news and conversation, and be sure to consider the context before replying or broadcasting. And note, sometimes it’s better not to say anything at all.
When using Twitter, you’ll notice we have a prompt in place which directs people searching for Coronavirus content to accurate information from the relevant local bodies (e.g. CDC ). This is running in 64 countries and in 20 languages. We are also pushing the most important content to the top of our search results and in your home timelines.
Be thoughtful about tone of voice
Just like people, brands should evolve their tone depending on the context. Right now might not be the best time to be snarky or sarcastic, while empathy, understanding and even certain types of humour may go a long way.
One of the most shared COVID-19 related Tweets, speaks well to the importance of tone, as Kumail Nanjiani reminds people to think of others who may be more vulnerable to this virus. How do you get this right? The best way is by listening to what people, and your customers, are saying -- and reflecting that in your copy and tone appropriately.
Anticipate changes in your customer’s behaviour
As people are potentially asked to self-isolate, or stay home, there will be a number of behaviour changes that might impact their needs as well as how they interact with your business.
We’ve already seen the release of James Bond pushed back from April to November, in an effort to avoid a major global release when people are social distancing. We’ve also seen airlines offer flexible tickets, at no added cost, to reflect the realities of travel right now.