Core tweets sent out during key television debates can have the power to “agenda set”, Dr Mark Shephard of Strathclyde University has said.
Speaking about the impact of social media in the Scottish independence debate, he said that “key tweets at the time of crucial debates can sway opinion”.
The academic said that whilst social media is “one variable” in the deciding who to vote for, other key factors for voters can include “how their parents vote and their sense of Scottishness or Britishness”.
He said the public should look out for “well placed tweets” sent out at crucial times.
“We need to bear in mind horrible tweets make the headlines,” he added.