As the COVID-19 coronavirus outbreak has unfolded, consumer behavior online has also changed, with social media users increasingly expressing concern over the crisis.
According to data analyzed by social media-focused agency Sparkloft Media, the volume and sentiment of conversations around COVID-19 shifted in periods over the timeframe of January 1 to March 25.
Sparkloft finds that from January 1 to February 24, otherwise known as the “denial” phase, there was little to no conversation about the coronavirus on social media.
Of 10,239,265 total posts about the coronavirus, 61% expressed a neutral sentiment, while 12% were positive and 27% were negative.
February 25 - when the Centers for Disease Control and Prevention warned of a potential outbreak in the United States - kicked off the “corporate unease” phase, when conversation online turned to corporate travel cancellations and work-from-home policies.
Of 27,330,224 posts about the coronavirus, negative sentiments grew to 35%, while 56% remained neutral and 9% were positive.
During the “public travel panic” phase of from March 12 to March 20 following President Donald Trump’s Europe travel ban and the beginning of flight cancellations, conversation turned to panic around major event cancellations and travel restrictions.
However, as posts about COVID-19 rose to 58,455,461, positive sentiments increased to 12% as people began responding to the heroic work of front-line workers and medical professionals; meanwhile, 58% of posts were neutral and 30% were negative.
During the latest phase, “quarantine,” from March 21 to 25, social changes such as social distancing and government-mandated stay-at-home directives carried conversations online.
Posts in the five-day period totaled 21,121,460, and 13% were positive, while 58% were neutral and 29% were negative.
Travel takeaways
For travel brands and destination marketing organizations monitoring the situation, Sparkloft advises staying abreast of conversation trends to ensure marketing messages strike the correct tone and communicate what is available and what is not to the community (virtual tours, takeout and delivery, closures and cancellations, etc.).
Marketers should focus on short-term messaging with the most current information available and should look to social media to identify consumer concerns and questions early. Identifying a point person to work with local partners and having an updated FAQ section are helpful, Sparkloft says.
Sparkloft also finds that people are seeking long-term insight and context, and brands should leverage long-form content to combat information overload.
Additionally, people are seeking connection, which DMOs and travel brands can assist with by showing solidarity through collaborations with local brands.
Sparkloft also suggests travel brands show more gratitude and use social media to celebrate what’s great about the community during these unprecedented times.