A single trigger word ( #Rwanda, #Brexit, #Feminism) causally increases engagement by 3–13 %pts and negative sentiment by up to 5.5 %pts. New paper with Dimosthenis Antypas, @nedjmaou-nlp.bsky.social , Carla Perez-Almendros & Jose Camacho-Collados at #ACMWebSci26.