Engagement Meter: The top social posts of last week

From the tragedy in Orlando to Father's Day, it was an emotional week on social media

It was a week that began with tragedy. When a gunman killed 49 people in an Orlando nightclub last Sunday, social media erupted with emotion, from outrage to grief to disbelief over yet another mass shooting. Such events are tricky ground for brands to walk on, and some did it better than others. Luckily, Father’s Day was just around the corner, giving brands a chance to spread some warm feelings.

Unmetric, a social-media intelligence firm, uses an analytics platform to track brands with the highest amount of engagement for posts on Facebook, Twitter and Instagram. Unmetric’s engagement score rates each post from 0 to 1,000, depending on the amount of user interactions.

Here are the posts that reached an engagement score of 900-1,000.


In the wake of the Orlando tragedy, the hotel chain posted a tweet on Tuesday showing its support for the LGBT community. The tweet includes a photo of a gay couple set against a rainbow filter and the text "In a Hyatt world, LOVE WINS." The tweet reads: "We stand together with strength, love & pride" with the hashtag #LoveisLove. The tweet received 3,770 likes and 632 retweets.


The home and cooking retailer tweeted out a similar message of support last Monday in a post that garnered 2,842 likes and 507 retweets. The tweet featured a photo of the inside of a rainbow cake and read: "Today we celebrate pride the only way we know how; full of love from the inside out." In the comments section, a conversation ensued about whether a brand should have a place in the LGBT discussion:


For Father’s Day, Pampers posted a short video on Twitter honoring dads in a tweet that read: "When a baby is born, a father is born. Happy Father’s Day. #ThanksBaby." The 18-second video shows dads interacting with their giggling babies. The tweet got 3,462 likes and 1,109 retweets.


In a tweet that received 2,288 likes and 1,736 retweets, Sprite uses a GIF to introduce a new style for their cans called the "Sprite Lyrical Collection." The GIF shows some examples of the limited edition cans with 16 lyrics from musicians 2Pac, Missy Elliott and J Cole as well as the signatures next to drawings of the musicians. The brand uses the hashtag #ObeyYourVerse.


On Facebook, Citibank posted a picture of volunteers in front of Citi Field in New York on the brand’s annual day of service. This year, Citi joined Bike New York and New York City’s YMCA to assemble bikes for children from low- and moderate-income neighborhoods. The post received 293,000 impressions, 1,285 shares and 533 comments.


NASA has the opportunity to post stunning photos from space that typically receive hundreds of thousands of likes and thousands of comments. This photo of eastern Kazakhstan generated 332,000 likes and 1,261 comments in four days. It was taken from the International Space Station.

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