The more human you can be, the better.
“Having a human face as a source will have a greater effect on the effectiveness of social media crisis communication than using an anonymous organizational social media account.” (Eriksson, 2018, p. 532)
Reference: Eriksson, M (2018). Lessons for Crisis Communication on Social Media: A Systematic Review of What Research Tells the Practice. International Journal of Strategic Communication. 12:5, p. 526-551. DOI: https://doi.org/10.1080/1553118X.2018.1510405