Social Data: Biases, Methodological Pitfalls, and Ethical Boundaries

Social data in digital form-including user-generated content, expressed or implicit relations between people, and behavioral traces-are at the core of popular applications and platforms, driving the research agenda of many researchers. The promises of social data are many, including understanding "what the world thinks" about a social issue, brand, celebrity, or other entity, as well as enabling better decision-making in a variety of fields including public policy, healthcare, and economics. Many academics and practitioners have warned against the nave usage of social data. There are biases and inaccuracies occurring at the source of the data, but also introduced during processing. There are methodological…