Twitter Profiles of Organisations Fighting Against Cyberbullying and Bullying: An Exploration of Tweet Content, Influence and Reachability

Cyberbullying has become more popular on social networks especially on Twitter due to the popularity of information sharing. However, there is limited research into the tweet content and influence of Twitter profiles of organisations fighting against cyberbullying and bullying. For this article, Twitter profiles of eleven organisations were selected. Tweet contents and profiles features – the number of followers, mentions, retweets, the measure of Klout, interactor ratio and the number of tweet URL clicks – associated with influence and tweet content were analysed. Content analysis of the 321 tweets extracted from the eleven organisations highlighted that advice and opinions were the most discussed categories of tweets. The article showed that influence is a multifaceted concept. It involves not looking just at the popularity of the user but how content attracts other users, how other users react to tweet content and the sentiment the other users feel. Sentiment analysis highlighted the prevalence of sentiments such as fear and trust representing the fight against cyberbullying and bullying.