The current state of social media data collection is pretty much 'grab and go.' Most social listening platforms scrape every piece of social data they can find. Certainly this can be useful for monitoring real-time updates on breaking news and crises. But should all of the social universe be eligible for brand measurement? Privacy settings make it difficult to know how much of the total has been captured – or not. And while traditional research data undergoes a rigorous scrubbing process to eliminate trivial or unreliable data, there is no such quality standard in social media. Our tests show that across.
