Dove and Twitter Built a Tool to Measure How Positive or Negative Your Tweets Are
By Carlton Wilcoxson • March 16, 2016
After first teaming up to tackle negative social chatter a year ago, Dove and Twitter are now taking a deeper dive to examine how social media affects self-esteem. The team launched a new phase of its #SpeakBeautiful campaign at South by Southwest Interactive with a tool that breaks down which body-related words people use the most and when negative chatter peaks during the day. Here’s how it works: People first retweet a post on Dove’s Twitter account tagged with the hashtag #SpeakBeautiful. Dove then automatically responds to the retweet with a link to a custom microsite. The microsite displays personalized Twitter data as a chart and shows how someone’s negative tweets stack up to other women.