Bullying...what can be done to help our kids?

Nearly 200,000 children miss school everyday because of bullying.  Bullying is more than just mean words or pushing other kids around and taking lunch money.  It has evolved along with technology and the use of social networking sites, cellphones, etc has taken bullying to a whole new level.  Bullying is a serious problem wtih serious ramifications and consequences.  What can be done to help bullied children to cope and to help bullies change their ways or do you think these kids are just too soft and need to toughen up? Let's talk it about it.