Mike Thelwall

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This document discusses key issues researchers face when conducting social science research using social media data. It addresses questions around appropriate quantitative and qualitative methods for analyzing different social media like Facebook and YouTube. It also discusses ethical issues around permission, anonymity, and credibility of social media data. Researchers must determine the best methods for new data sources while addressing validity, generalizability, and how well existing human research paradigms apply to publicly available online data.

Technology Business

Information Studies

Social media and social science
research: What are the key issues
researchers face?

Mike Thelwall
Statistical Cybermetrics Research Group
University of Wolverhampton, UK

1a. Quant: Exploiting Big Data
Social media can generate big data relevant
to social science research
Can new types of big data methods give new
insights into social media?
 E.g., webometrics
Can old methods from existing fields be re-
purposed for social media?
 E.g., variants of social network analysis for social
network sites?
 E.g., sentiment analysis for social media texts?

#oscars
% matching posts
Proportion of tweets
mentioning the Oscars

9 Feb 2010 Date and time 9 Mar 2010

Av. +ve sentime
Subj. Sentiment strength

Just subj.
Increase in –ve sentiment strength Av. -ve sentime
Just subj.

9 Feb 2010 Date and time 9 Mar 2010

Big Data transformation example:
Large networks can sometimes be
produced and drawn with 30 minute
and computer software rather than
taking a small research project

1b. Identifying appropriate
qualitative research methods
What is the best way to investigate
 Facebook?
 YouTube?
Can existing methods be repurposed?
 e.g., virtual ethnography, blogs-as-diaries
Are completely new methods needed?

2. Ethics
Does the human research paradigm fit
the web data – e.g., tweets?
Or documentary research?
Ask permission from everybody or
nobody to research their public web
postings?
Anonymise or give credit?

Wolverhampton Riots
YouTube video commenters

Names removed
Ages kept
Both could be discovered
Red arrows = happy replies, black = angry replies

Trialog 3. Lack of established
methods to analyse new social media

Increased uncertainty about methods
validity
 Lack of precedent to justify methods
 Increased attention on methods validity
Weaker data, if web content is analysed
 Loss of control over sample selection,
compared to surveys and interviews
 Potential lack of face validity
 E.g., trolls

Network of links between
university web sites
5 per country
Asian and European nations
But how useful are links
as evidence of connections
such as collaboration?

Summary
Qualitative and qualitative research
issues
 Which methods to use
 How should they be used/modified?
 What are their limitations?
What are the key ethical issues that
arise with methods?
Is there a quality issue with social
media research?

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1. Information Studies Social media and social science research: What are the key issues researchers face? Mike Thelwall Statistical Cybermetrics Research Group University of Wolverhampton, UK

2. 1a. Quant: Exploiting Big Data Social media can generate big data relevant to social science research Can new types of big data methods give new insights into social media?  E.g., webometrics Can old methods from existing fields be repurposed for social media?  E.g., variants of social network analysis for social network sites?  E.g., sentiment analysis for social media texts?

3. #oscars % matching posts Proportion of tweets mentioning the Oscars 9 Feb 2010 Date and time 9 Mar 2010 Av. +ve sentime Subj. Sentiment strength Just subj. Increase in –ve sentiment strength Av. -ve sentime Just subj. 9 Feb 2010 Date and time 9 Mar 2010

4. Big Data transformation example: Large networks can sometimes be produced and drawn with 30 minute and computer software rather than taking a small research project

5. 1b. Identifying appropriate qualitative research methods What is the best way to investigate  Facebook?  YouTube? Can existing methods be repurposed?  e.g., virtual ethnography, blogs-as-diaries Are completely new methods needed?

6. 2. Ethics Does the human research paradigm fit the web data – e.g., tweets? Or documentary research? Ask permission from everybody or nobody to research their public web postings? Anonymise or give credit?

7. Wolverhampton Riots YouTube video commenters Names removed Ages kept Both could be discovered Red arrows = happy replies, black = angry replies

8. Trialog 3. Lack of established methods to analyse new social media Increased uncertainty about methods validity  Lack of precedent to justify methods  Increased attention on methods validity Weaker data, if web content is analysed  Loss of control over sample selection, compared to surveys and interviews  Potential lack of face validity  E.g., trolls

9. Network of links between university web sites 5 per country Asian and European nations But how useful are links as evidence of connections such as collaboration?

10. Summary Qualitative and qualitative research issues  Which methods to use  How should they be used/modified?  What are their limitations? What are the key ethical issues that arise with methods? Is there a quality issue with social media research?

Mike Thelwall

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