Career Outcomes Data From Social Media: Examining Quality in Current Practices

Abstract

Social media websites contain information that can be used to assess career outcomes. Yet, questions remain about the quality of this data source. This study examined social media data collected from a large sample of recent college graduates (N = 3,094), considering how well those data represented the broader population of graduates and to what extent social media data matched survey responses on 5 employment variables. Results indicated that indiscriminately using social media data can lead to biased inferences about career outcomes. Specifically, social media data matched survey data in just 67% to 76% of comparisons. Despite these limitations, findings also revealed strategies to improve agreement between data sources, leading to more trustworthy inferences about career outcomes from social media. Results indicate a need to heighten practitioner awareness of data quality issues related to career outcomes data sources. A framework for examining data quality is offered, with suggested directions for future research.

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