"You give them a brohoof emoji back, and you can mobilize an entire community to become advocates of your brand,” · 12:52pm Dec 20th, 2017
Here's a cute article from The Atlantic about customer service:
The People Who Read Your Airline Tweets,
which contains this nice account of how to do it, and one of the more interesting attempts by a journalist to clarify our fandom to the baffled general reader: