A global crisis has occurred, and you’ve paused all your outgoing content until you can review them for relevance and tone. Which of the following posts would you still publish?

A product post with a heartfelt caption about the crisis, linking to the product purchase landing page
A cheeky, fun post featuring a pun or joke, intended to lighten the online mood and spread some joy
A post announcing a new brand partnership along with a product promotion to celebrate the launch
A post that speaks to your customers concerns during the crisis, such as sharing resources that will help them adapt to the situation

The correct answer is:

A post that speaks to your customers concerns during the crisis, such as sharing resources that will help them adapt to the situation.