Social Media Research Methods

Filling a gap in the literature and featuring an emphasis on using new media in communication research, Social Media Research Methods introduces students to a variety of social media research methods and data analysis strategies. The text recognizes the richness of the data available within social media platforms and underscores the importance of employing effective research methods to make meaning of that data.

By integrating applied concepts, theories, and practical advice for working with and presenting social media data, the textbook arms students with the latest research and social media tools. It begins by introducing students to scholarly and industry applications of social media research methods before outlining the complete process of developing social media research questions and data collection procedures. The book then transitions to devoting individual chapters to a social media analysis tool. The final chapter outlines the process of writing and presenting social media research for scholarly and industry audiences. Each chapter features interactive, applied examples and exercises, as well as review questions, to bring the material to life and reinforce key learnings.

A comprehensive resource designed to help students use cutting-edge, timely research methods within the discipline, Social Media Research Methods is an exemplary textbook for courses in communication research methods.

Joseph P. Mazer (Ph.D., Ohio University) is a professor and dean of the College of Communication and Information at the University of Tennessee, Knoxville.

Nathan J. Carpenter (Ph.D., Michigan Technological University) is the director of the Atlas Lab within the College of Journalism and Communications at the University of Florida.

Brandon C. Boatwright (Ph.D., University of Tennessee) is an assistant professor and the director of the Social Media Listening Center at Clemson University.