Conducting Research on Social Media Posts

Social media research involves systematically collecting, analyzing, and interpreting content from platforms like TikTok, Reddit, Instagram, Twitter/X, and others to answer research questions. In our project, we are studying how people with disabilities discuss workplace experiences and inclusive design on social media — treating these posts as a form of "naturally occurring data."

Unlike surveys or interviews, social media posts are created by users for their own purposes — not for researchers. This makes social media data rich and authentic, but it also raises important ethical questions about privacy, consent, and respect for the communities we study.

AOIR has developed widely used ethical guidelines for internet research. Their key principles:

• Public vs. Private

  Just because content is publicly accessible does not mean users intended it for research purposes. Consider whether the author would reasonably expect their post to be studied.

• Do No Harm

  Research should not cause harm to participants — even when using public data. Protect vulnerable communities, especially those who already experience discrimination.

• Minimize Identifiability

  Avoid quoting posts verbatim in ways that could identify users through search engines. Paraphrase, generalize, or aggregate where possible.

• Consider Context

  A post made in a disability support community may feel more private to its author than a viral TikTok — even if both are "public." Respect contextual norms.

1. 1

   Define search terms

   Use our approved list of hashtags and keywords (developed in Week 1). Examples: #DisabledAndEmployed, #WorkplaceAccessibility, disability + workplace, reasonable accommodations.

2. 2

   Screen for relevance

   Does the post discuss disability in a workplace or employment context? Does it address inclusive design, accommodations, or barriers? If yes — include it.

3. 3

   Capture key information

   Log in the shared spreadsheet: platform, post type, search term used, brief description, initial theme tags. Do NOT log usernames or personally identifying information.

4. 4

   Apply coding framework

   Assign primary theme codes from our codebook. Add analytical memos — brief notes on what the post reveals and why it is interesting.

5. 5

   Flag for team discussion

   Mark any posts that are complex, ambiguous, or particularly rich for our team coding sessions.

Qualitative coding means systematically assigning labels ("codes") to portions of data to identify patterns and themes. In our project, we read each post and ask: what is this post about? What does it tell us about disability and workplace design?