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Spreading Kindness on Twitter

Yes, you read the title of this post correctly.

For a platform often associated with spreading divisive rhetoric (like, over a reclining seat on an airplane) and disinformation (for example, about the coronavirus), on Monday Twitter showed its softer side with #RandomActsOfKindnessDay.

As of noon, more than 29,000 people have tweeted using the hashtag reminding others to spread kindness. It’s refreshing to see conversations unfolding about people helping one another, rather than the usual vitriol we’re used to seeing on Twitter. Sentiment around the hashtag was 98% positive, which may be an unofficial record for conversations we’ve monitored here.

Using Social Studio to analyze this conversation in greater detail, we noticed that while many of tweets that included the hashtag were from individual users, many popular brands took advantage of the opportunity to share some words of wisdom, and, in some cases, plug products through giveaways.

Even major sports teams took time out of their busy schedules to be involved in the spirit of the holiday. Members from English Premier League’s Everton football club worked to organize food donations for a local pantry, which generated positive engagement with its fans.

Whatever the motivation for participating in #RandomActsOfKindnessDay, we – like many of you – just enjoyed seeing some of the good that happens on social media highlighted for a change.