Teen Girls Face Charges After Beating Video Shared Online

Sgt. Harry Wadup of the Richelieu-St-Laurent municipal police force said the girls are facing charges relating to issuing threats, assault and inciting violence.
While bullying does happen in many settings, and bullying in school is something we have all likely witnessed or experienced, what is the motivation for sharing bullying videos on the internet? What can an understanding of the problem do to help potential bullies not go down the "bullying" road?
1) Try to hold them off without actually hitting them.
2) Run away
Of course it depends on the exact situation - but there is a difference between being beaten up by two girls (implying helplessness), and two girls trying to beat up a boy - in the latter case the boy might still be hit/injured, but there is a slight difference.
Not sure what my point is.