Searching for Theoretical Foundations of Using Social Media Analytics to Analyze Public Consciousness Through Correlation With Survey Data (Based On Healthcare Research)

Background . Today, social media analytics is a relevant and promising method in social research. Trends in using analytical results indicate that they are increasingly seen as a reflection of public consciousness. At the same time, research that explores social media analytics from the perspective of public consciousness lacks a theoretical basis. This article responds to this need. Objective . To provide a theoretical framework that identifies conceptual intersections and differences between social media analytics and traditional quantitative survey methods—which are better understood in terms of representing public consciousness— across six axes. Results . The following axes were determined using general logical methods and by literature review of healthcare studies: freedom of expression / formalization; immersion in digital infrastructure (sampling bias based on accessibility); motivation and depth of engagement (expertness); means of expression (number of modalities); time (temporal dynamics and retrospectivity); and the specific features of authors/ respondents. For the latter axis, an approach is provided based on the representation of people with specific socio-psychological profiles in samples and/or belonging to distinct information bubbles. Conclusion . A figure where survey correlates with social media data is presented. A number of framework’s principles are supported by arguments, and future research directions for its validation are outlined.