Linking social media and surveys: Processes and tools

Associate professor Cliff Lampe will collaborate on this MCubed project proposed by Joshua Pasek from the College of Literature, Science, and the Arts. This project will evaluate social networking data and assess how social media posting behavior relates to attitude measures acquired from survey respondents. Research professor Frederick Conrad from the U-M Survey Research Center will also be working on this study.

Start date: 11/28/2012
End date: 11/28/2014

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Big data are increasingly seen as a tool for assessing public sentiment without the intrusion or cost of a traditional sample survey. Social networking sites in particular provide masses of information about individuals that can be analyzed at little cost. Yet the value of social networking data depends on tools that can translate between the information provided and societal parameters. 

The current project assesses how the behavior of posting on social media sites relates to attitudes measures acquired from survey respondents. Mapping social media data onto contemporary surveys helps to understand the processes generating both data types and reveals biases that could potentially undermine conclusions that plague big data analytics.


MCubed seed grant: Linking Social Media and Surveys: Processes and Tools, University of Michigan: $60,000


MCubed is a two-year seed-funding program designed to empower interdisciplinary teams of University of Michigan faculty to pursue new initiatives with major societal impact.