Gartner Research

How Crowdsourcing Can Reduce the Reliability of Social Media Analytics

Published: 19 February 2014

ID: G00260476

Analyst(s): Alexander Linden, Jenny Sussin

Summary

Social media sites can provide valuable information about customers' views and needs more quickly than traditional forms of feedback. But analytics leaders need to recognize that malicious crowdsourcing can distort the results of social media analytics.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Intentional detractions are hard for analytics leaders to identify, and poor decision making can result

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