The Utility of Using Social Media Networks for Data Collection in Survey Research

Social media networks (SMNs) such as Facebook, LinkedIn or Twitter seem appealing tools for matters of reaching potential candidates for survey or case study research. Yet scholars remain cautious about leveraging these platforms. This research in progress paper compares and discusses the benefits of six generic strategies for reaching survey candidates on SMNs, and argues that while their use has potential pitfalls, the upside for explanatory type research may outweigh its risks. Furthermore, the paper outlines the empirical setting of a study that has been conducted to assess our propositions, and in which Linkedin was used to identify and solicit survey candidates