Weird New Social-Media Trend: Being Nice

The Citizen's Guide to the Future
Nov. 15 2013 4:19 PM

Weird New Social-Media Trend: Being Nice

First it was Jimmy Kimmel declaring his love for Jimmy Fallon. Then it was the Yankees being nice to the Red Sox, which was almost unfathomable, yet also understandable and gracious in the wake of the Boston bombings. But now it’s getting out of hand: Arch-rival corporate brands are being nice to each other with no discernible provocation whatsoever.

Earlier this week, a bunch of British snack brands, from Cadbury to Walker's Crisps to Jaffa Cakes and Phileas Fogg, threw each other a veritable Twitter tea party—and indeed, Yorkshire Tea joined in the lovefest.

Advertisement

And today, Microsoft’s Xbox One team engaged in a random tweet of kindness toward the Sony Playstation 4, despite the fact that the two products are about to go head-to-head in a high-stakes holiday-shopping-season showdown that will help shape the fates of both companies for years to come.

What’s next? A Ford F-150 ad congratulating Chevy on the 2014 Silverado? McDonald’s congratulating Burger King on putting its Big King back on the menu? Hertz admitting that Avis really does try harder?

The surprising thing is that, whether genuine or cynical, Microsoft's gesture seemed to work: It's been retweeted some 15,000 times, ensuring that the PS4's launch doesn't entirely overshadow the upcoming launch of the Xbox One in terms of social-media buzz this week. I predict that, as with Oreo's timely Super Bowl tweet, Microsoft's olive-branch ploy will become a trend among the savvier brands on social media, which will compete to garner goodwill by saying nice things about their arch-rivals.

That doesn't sound like a bad thing, on its face, although I could see it turning from sweet to saccharine rather quickly. And, of course, there's a shelf life built into any trend of this sort: Once it becomes the norm, it will cease to surprise, at which point perhaps everyone will go back to being mean again. Which can, of course, be pretty delightful in its own right.

Future Tense is a partnership of SlateNew America, and Arizona State University.

Will Oremus is Slate's senior technology writer.

TODAY IN SLATE

Politics

The Democrats’ War at Home

How can the president’s party defend itself from the president’s foreign policy blunders?

Congress’ Public Shaming of the Secret Service Was Political Grandstanding at Its Best

Michigan’s Tradition of Football “Toughness” Needs to Go—Starting With Coach Hoke

A Plentiful, Renewable Resource That America Keeps Overlooking

Animal manure.

Windows 8 Was So Bad That Microsoft Will Skip Straight to Windows 10

Politics

Cringing. Ducking. Mumbling.

How GOP candidates react whenever someone brings up reproductive rights or gay marriage.

Building a Better Workplace

You Deserve a Pre-cation

The smartest job perk you’ve never heard of.

Hasbro Is Cracking Down on Scrabble Players Who Turn Its Official Word List Into Popular Apps

Florida State’s New President Is Underqualified and Mistrusted. He Just Might Save the University.

  News & Politics
Politics
Sept. 30 2014 9:33 PM Political Theater With a Purpose Darrell Issa’s public shaming of the head of the Secret Service was congressional grandstanding at its best.
  Business
Moneybox
Oct. 1 2014 8:34 AM Going Private To undertake a massively ambitious energy project, you don’t need the government anymore.
  Life
Gaming
Sept. 30 2014 7:35 PM Who Owns Scrabble’s Word List? Hasbro says the list of playable words belongs to the company. Players beg to differ.
  Double X
The XX Factor
Sept. 30 2014 12:34 PM Parents, Get Your Teenage Daughters the IUD
  Slate Plus
Behind the Scenes
Sept. 30 2014 3:21 PM Meet Jordan Weissmann Five questions with Slate’s senior business and economics correspondent.
  Arts
Brow Beat
Sept. 30 2014 8:54 PM Bette Davis Talks Gender Roles in a Delightful, Animated Interview From 1963
  Technology
Future Tense
Sept. 30 2014 7:00 PM There’s Going to Be a Live-Action Tetris Movie for Some Reason
  Health & Science
Bad Astronomy
Oct. 1 2014 7:30 AM Say Hello to Our Quasi-Moon, 2014 OL339
  Sports
Sports Nut
Sept. 30 2014 5:54 PM Goodbye, Tough Guy It’s time for Michigan to fire its toughness-obsessed coach, Brady Hoke.