toxic content
Opposing Comments Drive Organizations’ Social Media Engagement but Undermine Offline Goals
In new research in collaboration with Color of Change, Dante Donati and Lena Song find that comments on social media posts help drive platform engagement for organizations. However, comment sections are often populated by a vocal minority, and adversarial comments from them come with reduced off-platform support for the original posters.
How Toxic Content Drives User Engagement on Social Media
Most users on social media have encountered toxic content: rude, disrespectful, or hostile posts or comments. A study using a browser extension estimates the effect of toxic content on user engagement and welfare.
