A systematic literature review of how and whether social media data can complement traditional survey data to study public opinion

Abstract

In this article, we review existing research on the complementarity of social media data and survey data for the study of public opinion. We start by situating our review in the extensive literature (N = 187) about the uses, challenges, and frameworks related to the use of social media for studying public opinion. Based on 187 relevant articles (141 empirical and 46 theoretical) - we identify within the 141 empircal ones six main research approaches concerning the complementarity of both data sources. Results show that the biggest share of the research has focused on how social media can be used to confirm survey findings, especially for election predictions. The main contribution of our review is to detail and classify other growing complementarity approaches, such as comparing both data sources on a given phenomenon, using survey measures as a proxy in social media research, enriching surveys with SMD, recruiting individuals on social media to conduct a second survey phase, and generating new insight on “old” or “under-investigated” topics or theories using SMD. We discuss the advantages and disadvantages associated with each of these approaches in relation to four main research purposes, namely the improvement of validity, sustainability, reliability, and interpretability. We conclude by discussing some limitations of our study and highlighting future paths for research.

A Good Night’s Sleep in Malta in 2023: A Cross-sectional Study Exploring Sleep Quality and its Determinants via Social Media

“…The survey was disseminated between January and February 2023 through social media (Facebook®), which is considered an appropriate platform since it is mostly used to share public opinion and its users represent a substantial proportion of the global population. 15 In fact, it was reported that around 354 000 Facebook users were registered in Malta, which contributes to a substantial proportion of the adult population (20 + years total population of 425 382). 16 , 17 Notably, social media users do not only include individuals but also businesses, associations, groups, and potentially individuals with duplicate accounts.…”

A cross‐sectional study exploring the Covid‐19 vaccination landscape in Malta through social media: An insight into experiences, attitudes, and perspectives

“…This mode of dissemination was regarded as appropriate since social media is mostly used to share public opinion and its users represent a substantial proportion of the global population. 9 Indeed, in 2021 it was reported that 420 K social media users, mostly to Facebook®, were registered in Malta, which contributes to a substantial proportion of the adult population (20+ years total population of 425,382). 10 , 11 It needs to be noted that social media users also include business, associations, groups and potentially individuals with duplicated accounts.…”

“…At the time of the survey, Malta was experiencing a high surge in Covid‐19 cases, and an online survey was was considered the most appropriate and safest mode of dissemination through the use of the social media platform Facebook® and Linkedln®. This mode of dissemination was regarded as appropriate since social media is mostly used to share public opinion and its users represent a substantial proportion of the global population 9 . Indeed, in 2021 it was reported that 420 K social media users, mostly to Facebook®, were registered in Malta, which contributes to a substantial proportion of the adult population (20+ years total population of 425,382) 10,11 .…”

Measuring COVID-19 Vaccine Hesitancy: Consistency of Social Media with Surveys

“…Three characteristics have been well accepted as the advantages of social media over surveys, i.e., volume, velocity and variety [32] and promoted social media data as a complementary or alternative source of public opinions. However, the inherent limits such as the bias of population coverage and accuracy of extracted opinions, inevitably cause doubts about claims drawn from social media [35].…”