Social media data contain pitfalls for understanding human behavior

A growing number of academic researchers are mining social media data to learn about both online and offline human behavior. In recent years, studies have claimed the ability to predict everything from summer blockbusters to fluctuations in the stock market. But mounting evidence of flaws in many of these studies points to a need for researchers to be wary of serious pitfalls that arise when working with huge social media data sets, according to computer scientists.

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