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.
@Trolls live every day like it’s #RandomActsofKindnessDay. How are you spreading kindness today? #LEGOTrolls #TrollsWorldTour pic.twitter.com/sBr0Mfr87F
— LEGO (@LEGO_Group) February 17, 2020
It’s #RandomActsOfKindnessDay. 🤘
Retweet this for the opportunity to get a #GoProHERO8 Black.https://t.co/IaIF75x0KR pic.twitter.com/JoOsbsMjxA
— GoPro (@GoPro) February 17, 2020
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.
💙 It’s important to be kind to others – especially to those who are most in need. #RandomActsOfKindnessDay
👏 A lovely gesture from our volunteering and neighbourhood team to offer their support in organising donations for @standrewslive North Liverpool Foodbank.
— Everton in the Community (@EITC) February 17, 2020
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.