Using Social Media

Research, December 2009, Supplement, pp16-17

Anywhere that a comment can be posted online is a potential source of data for the researcher. Scott Evans of Harris Interactive takes a look at research in the context of social media. In particular he addresses a series of commonly held beliefs. These are: that content-rich social media is free; that text analytics and other tools can provide an accurate account of what people are discussing; that the scope of the web is unlimited and that the web provides a representative sample.

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