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Purpose: Public attitudes towards COVID-19 and social distancing are criticalin reducing its spread. It is therefore important to understand publicreactions and information dissemination in all major forms, including on socialmedia. This article investigates important issues reflected on Twitter in theearly stages of the public reaction to COVID-19. Design/methodology/approach: Athematic analysis of the most retweeted English-language tweets mentioningCOVID-19 during March 10-29, 2020. Findings: The main themes identified for the87 qualifying tweets accounting for 14 million retweets were: lockdown life;attitude towards social restrictions; politics; safety messages; people withCOVID-19; support for key workers; work; and COVID-19 facts/news. Researchlimitations/implications: Twitter played many positive roles, mainly throughunofficial tweets. Users shared social distancing information, helped buildsupport for social distancing, criticised government responses, expressedsupport for key workers, and helped each other cope with social isolation. Afew popular tweets not supporting social distancing show that governmentmessages sometimes failed. Practical implications: Public health campaigns infuture may consider encouraging grass roots social web activity to supportcampaign goals. At a methodological level, analysing retweet counts emphasisedpolitics and ignored practical implementation issues. Originality/value: Thisis the first qualitative analysis of general COVID-19-related retweeting.

A thematic analysis of highly retweeted early COVID -19 tweets: Consensus, information, dissent, and lockdown life