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American Association for Public Opinion Research

Webinar Details

Social Media and Public Opinion Research: A Road Map for Rigor, Transparency & Replicability

Sherry Emery, MBA, PhD
Thursday, January 24, 2019
12:00 Noon Central Time

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About This Course:

This webinar will describe why using social media for public opinion research is different than social listening for marketing research, lay out the key decision points that affect data quality and inferences made from social media datasets, and propose a disclosure framework to support rigor, transparency and replicability.

Webinar Level:


Learning Objectives:   

  • Understand major challenges of using social media for public opinion research
  • Identify key decisions that affect data quality and inferences from social media data
  • Compare social media disclosure standards to survey methods disclosure standards

About the Instructors:

Sherry Emery
is a Senior Fellow in the Public Health Research Department of NORC at the University of Chicago, and the Director of NORC’s Health Media Collaboratory.  She holds a Ph.D. from the University of North Carolina at Chapel Hill; MBA from Columbia University; and a Bachelor’s degree from Johns Hopkins University. Emery is a media campaign evaluation expert. Her work spans formative, strategic, process and outcome evaluation research. She has developed rigorous methodologies, both quantitative and qualitative, for measuring and analyzing consumer engagement with health related and public opinion messages across both traditional and social media platforms. Dr. Emery is the Principal Investigator for numerous ongoing studies funded by the Centers for Disease Control and Prevention, the National Institutes of Health and private foundations.