It’s been the worst-kept secret in football over the last 24 hours, but Unai Emery is the new Arsenal boss.

Despite the emotion of the long departure of Arsene Wenger over the past few months, this has been the moment Gunners fans were waiting for: ever since the Frenchman announced he’d be leaving, the natural impulse has been to ask who the replacement was going to be.

Now we know.

A new dawn. A new era. A new chapter.#WelcomeUnai pic.twitter.com/kGrE2gMLQl

— Arsenal FC (@Arsenal) May 23, 2018

As far as the club’s digital channels are concerned, this is a moment they’ve had time to plan, but it’s also a delicate time. Wenger is more than just a club legend: he’s been synonymous with the club for two decades. So it’s only natural that the club would tread softly when announcing their new manager, and lean on history and tradition to herald a new era for the club.

Alongside that, a news piece giving more information on the new manager and the decision making process with quotes from members of the board gives fans more official comment to digest the news.

Unai Emery is our new head coach – find out all about it here #WelcomeUnai https://t.co/8dHnmam0KO

— Arsenal FC (@Arsenal) May 23, 2018

But in the immediate aftermath of the announcement, the club mostly left it to others to excite the fans. This wasn’t the time for a deluge of content like the social media reaction the club produced when the draw for the semi-final of the Europa League was announced a month ago.

Back then, Arsenal had plenty prepared, and indeed had quizzes and fun reactions to something they didn’t really have much time to prepare. This time, they’ve known for weeks that they were going to have a new manager, and even though the name of Emery has only been doing the rounds for a few hours, that’s still more time than they had when the Gunners drew Atletico Madrid in Europe. But this isn’t the same.

Our new head coach. Together, let’s make this era a special one #WelcomeUnai pic.twitter.com/6eiE6qwYkI

— Arsenal FC (@Arsenal) May 23, 2018

There’s a gravity t0 the situation. Arsene Wenger has been so synonymous with the club for two decades that this isn’t like a new manager announcement for any other club. Perhaps this isn’t the time to present fans with quizzes, funny videos or behind the scenes content. Perhaps it’s a time to reflect on the fact that this is a serious moment – a new chapter in the club’s long history. You’d imagine there’ll be more content on social media throughout the day, but the ‘new era’ theme is clear.

The next chapter…#WelcomeUnai pic.twitter.com/poNzmmTMk8

— Arsenal FC (@Arsenal) May 23, 2018

That doesn’t mean others can’t bask in the moment.

Emery himself seems excited about his new job, changing his Twitter profile picture to the Arsenal badge and adding the crest to his website, too. Others still are reacting to the announcement as you’d expect fans to do – dissecting the words in the statement to try and discover just what the strategy will be going forward. The wording of ‘head coach’ got Arseblog thinking.

Get announced as the new Arsenal boss ✅
Change profile pic ✅#bbcfootball pic.twitter.com/9IY3HV73NJ

— Match of the Day (@BBCMOTD) May 23, 2018

‘Head coach’. https://t.co/4l4OutCbEM

— arseblog (@arseblog) May 23, 2018

This summer we’ll see plenty of new manager announcements, transfer videos and clubs looking to engage with their fans on the back of the exciting news they’re more than happy to share. But sometimes the mood just feels a little bit different and that has to be taken into account, too.