People turn to social media to discuss how celebrities look while walking the red carpet at the Oscars, but the comments, of course, aren’t always positive.
Not only do we often see critical tweets about actresses in their gowns, women are 50% more likely to say something negative about themselves than positive on Twitter, according to new research from Twitter.
As a part of a campaign called #SpeakBeautiful to boost self esteem on Twitter, the social network and Dove have created an inspiring video that will air on Sunday night during the Academy Awards pre-show. Check out the clip, which highlights the domino-like effect of negative tweets, above.
The ad is based on recent Twitter study and revealed four out of every five negative tweets posted on the site about beauty and body image are women putting themselves down. As a part of a test, the companies wanted to see what would happen if another Twitter account intercepted a negative tweets and helped turn the message into a positive one.
“We used a random Twitter account and @-replied to a user who said she was feeling ugly,” a Twitter spokesperson told Mashable. “We said she looked beautiful and looped in some of her followers, too. They responded and said she looked beautiful too. It was really need to see the huge domino effect and how something negative was able to turn into something really positive.”
Building on this concept, Dove will be making use of a Twitter tool on Oscar night that identifies certain key words — in this case, it will keep an eye out for those that mention, appearance and body image. The tool will flag negative tweets and Dove’s Twitter account — which will be manned by self-esteem experts — will tweet positive responses.
Although the initiative will kick off on Oscar night, Dove said it will be responding to negative tweets on Twitter throughout the year.
While the program is a natural extension for Dove, which has been a huge advocate for encouraging self-esteem, it makes sense for Twitter. The social network Twitter has faced criticism for its harassment reporting policies and its methods of blocking other users. The move is part of a greater effort from Twitter to crack down on negative behavior and sentiment on the site.
“Twitter is a powerful platform for building momentum around social issues, and we think it’s a good way to leverage the unique parts of the site to support things that matter,” the spokesperson said. “We want to help shift the conversation toward positivity.” Read more…