In a recent report, the Center for Business and Human Rights
at New York University's Stern School of Business examined the relationship
between tech platforms and extreme polarization. The study used data from more
than 17,000 Americans, and found that a content-ranking algorithm operated by
Facebook may be the key to limiting exposure to news outlets.
One of the biggest challenges that tech platforms face is
refining their content moderation policies. As new technologies proliferate,
they are expanding the number of ways users can express their opinions. But in
order to do so, these companies must periodically make adjustments to their
algorithms. These adjustments are typically only temporary. However, a major
modification a few years ago inadvertently stoked the flames of anger on
Facebook.
For researchers interested in the impact of social media on
the public, this could be a promising opportunity. However, social media can't
replace traditional survey research methods. Instead, it can supplement them.
While many studies have reported modest success in locating respondents using
social media, other studies have suggested that the data they provide may not
be of much use.
Researchers have also pointed out that the coverage rate
from Facebook may not mean much in the context of some surveys. Nevertheless,
it can be useful for longitudinal studies. It can help identify sample members,
and in the case of focus groups, it can be used to highlight navigation issues.
There are numerous tools to conduct this type of research,
but it's important to choose a method that makes the most sense for your
purposes. For example, the cost efficiency of a given method is a critical
consideration, but the speed of data collection is an equally important factor.
Another important consideration is whether or not the data
are available for free or a fee. Generally, you can access data from social
media sites through the platform itself, or through an application programming
interface (API). This is the most efficient way to collect the public data.
Other data may be available for a fee from authorized vendors.
A related question is the quality of the data. If Facebook's
algorithms were made publicly available, we might have a better idea of how
much data they are generating. Furthermore, the quality of the data will vary
from one platform to the next. That's why it's important to evaluate the health
of a given platform before deploying its resources.
Social media can also be used to test the validity of a
survey. One study found that contacting non-respondents on Facebook shortened
attrition. This is particularly true of surveys that target hard-to-reach
populations. So how can we use social media to improve the effectiveness of our
public opinion research?
One potential solution is to create a safe harbor for
researchers. By changing their terms of service, Facebook executives would be
less likely to obstruct the work of journalists who need to conduct digital
journalism. Some platforms have already taken steps to do so. Others, such as
Twitter, are a bit more evasive.
