1. Research using Social Media Challenges & Considerations 11 April 2014 Kelsey Beninger, NatCen Social Research @KBeninger #NSMNSS

2. 2 Contents Intro to context and recent research Explore challenges Suggestions for putting into practice Discussion @

3. 3 Context  Social Media provides new opportunities  Recent studies:  NatCen: www.natcen.ac.uk/our- research/research/research-using- social-media-users-views/www.natcen.ac.uk/our- research/research/research-using- social-media-users-views/  NSMNSS: nsmnss.blogspot.co.uk

4. Challenges Recruitment & data collection Researcher identity & wellbeing Analysis & presentation of data

5. Recruitment & Data Collection Recruitment  Participant’s views: scepticism, acceptance and ambiguity.  Digital identities  Digital risks for participants  Exclusion of particular groups Informed consent 1. Morally and legally required 2. Promote trust 3. Verify user views haven’t changed 4. To publish photos or imagery Data Collection  Ownership and expectations

6. Researcher identity & wellbeing  Your digital identity  Impact on research outcomes  Managing communication w participants  Credibility and transparency

7. Analysis and presentation of data Analysis  Third Party Software  How much is too much?  Validity and representativeness  People behave differently online and offline  Exaggerated views  Impulsive comments  Inaccurate profiles Presentation  Traceability of participant data  short & long term implications for participants

8. Recommendations  Is SM the right methodology for your research Q?  Don’t make assumptions  Review case studies and existing research Recruitment: transparency in materials Explicit about privacy terms of the platform used Collecting/generating data: Considering implications of legally permitted vs. intellectual property Acknowledge limits of accessing different user types Reporting results: Test traceability of data, and paraphrase or remove handle Reasonably seek consent for use of verbatim/sensitive content

9. Thank you! Questions?

10. Links to studies Report on User’ Views: http://www.natcen.ac.uk/our- research/research/research-using-social- media-users-views/ http://www.natcen.ac.uk/our- research/research/research-using-social- media-users-views/ Report on Researcher Views https://docs.google.com/file/d/0B1- gmLw9jo6fLTQ5X0oyeE1aRjQ/edit https://docs.google.com/file/d/0B1- gmLw9jo6fLTQ5X0oyeE1aRjQ/edit @nsmnss #nsmnss

11. Helpful links: Ethics Association of Internet Researchers (AOIR), Association of Internet Researchers British Educational Research Association (BERA), British Educational Research Association British Psychological Society (BPS), British Psychological Society CASRO,CASRO European Society for Opinion and Marketing Research (ESOMAR),European Society for Opinion and Marketing Research Market Research Society (MRS), andMarket Research Society Market Research Association (MRA)Association