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The current study applies content analysis to scrutinize the relationship between Twitter messaging tactics employed by 186 Public Benefit Organizations (PBO) and public reactions in the form of liking, retweeting and commenting behaviour. The results indicate that Twitter plays a marginal role in the Polish PBO, and it seems to be at most complementary to the much more frequently utilized Facebook. Furthermore, the size of the organization does not affect the frequency of the published contentdoi:10.5771/0949-6181-2020-2-216 fatcat:rydlxv2wdrdmxove7sr4hggsme