The Monthly Social Index Spotlight: Petco, PetSmart, Sprint, T-Mobile

Sprint’s posts read like ad copy filled with product and brand jargon. Even the videos it posted were commercials. T-Mobile’s posts, however, were much more conversational. They included less brand verbiage and more personality, and very often T-Mobile posted just for fun (like this: “dfkjffksjf ... Oops, sorry, our pocket typed that. What was your most embarrassing accidental call or text?”). One in three T-Mobile posts invited fan confessions on things like autocorrect mishaps, texting addictions and whether they’ve used their smartphone as a pocket mirror.