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Area of Science:

  • Public Health
  • Social Media Research
  • Suicidology

Background:

  • Existing research links news reporting to suicide rates.
  • The impact of social media content on suicide rates is understudied.
  • Social media platforms are significant communication channels.

Purpose of the Study:

  • To investigate associations between social media content and suicide deaths.
  • To identify specific elements in social media posts that correlate with suicide rates.
  • To explore the potential of social media for suicide prevention interventions.

Main Methods:

  • Analysis of 787 suicide-related tweets from Toronto influencers (July 2015-June 2016).
  • Tweets were coded for content related to suicide.
  • Multivariable logistic regression examined associations between tweet characteristics and subsequent suicide deaths within 7 days.

Main Results:

  • Tweets about local reporter suicides, social causes, advocacy, and suicide deaths were linked to increased suicide counts.
  • Tweets about murder-suicides and suicides in first responders were associated with decreased suicide counts.
  • Findings align with suicide contagion theory and traditional media effects.

Conclusions:

  • Social media content, like news media, can influence suicide rates.
  • Harmful content includes descriptions of suicide deaths and sensationalized stories.
  • Protective content may involve framing suicide as undesirable or preventable.
  • Social media presents opportunities for suicide prevention strategies.