Public attention to bullying tends to come in waves, surging around cases like Keaton's before falling off again.
One of the photos Keaton's mom allegedly shared featured her family posing with images of the Confederate flag.
A Tennesee boy describing the bullying he goes through each day has gone viral and as many celebrities have given him their support the conversation has quickly turned to his mother's Confederate ties. "I love each of you for what you are doing, but there is literally no way I can respond or even read all of the messages". Disclosing to his mother how he is treated at school, he tells her of the abuse he endures, including how he is fun of his looks and social status, as well subjected to social humility such as milk being poured on him and food being forced into his clothing.
Some called Kimberly Jones' alleged post racist and said they no longer had sympathy for Keaton.
After posting the video was to Facebook and it subsequently exploded on Twitter, Keaton's mum, Kimberley, clarified that her son wanted to share his experience to raise awareness of the devastating effects bullying can have. "Why do you find joy in taking innocent people and finding a way to be mean to them?" he asked, sobbing.More news: Kirstjen Nielsen sworn in as DHS secretary
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Much ink has been spilled about bullying in the internet age, but Keaton's video underscored that the old-fashioned variety - the cafeteria taunts, the physical violence - is still very much alive.
Schilling says he asked her what the money was for, and she reportedly said said "You know, Christmas is coming".
'My kids are by no stretch flawless, & at home, he's as all boy as they come, but by all accounts he's good at school.
On Instagram, Justin Bieber told Keaton: "You got a friend in me Lil bro!"
Tennessee Titans football star Delanie Walker offered Keaton tickets to an upcoming game, and even recorded a video of himself reading a poem just for Keaton. All victims of bullying should be so lucky.
His story echoes that of the 17 per cent of American students who report being bullied two to three times a month or more within a school semester.