SOCIAL NETWORKS AND NEW OPPORTUNITIES OF SOCIAL RESEARCH

Abstract

The paper discusses the major changes in the methodology of the social research, which have been caused by the development of the Internet and social networks.

In most developed countries, the population of Internet users is almost equal to the general population, and this trend will be followed by other countries. This creates a range of new opportunities for social research. The article lists some of these options.

Unlike traditional communities, social networks act in a way that leaves a very extensive records about themselves and their activities. These data are in digital form, which makes them ideal for counting, classification, measurement, as well as a range of advanced statistical and other analyzes.

Theoretically and practically it is possible to explore the entire population instead of its tiny snippets – samples.

Unlike traditional, ad hoc samples, the data on social networks are available in a continuous series on the timeline, which makes it easier to identify and monitor trends and to get a deeper insight into the relations of correlation, association and causation.

All this greatly improves descriptive level of study in comparison with the conventional method and methodology.

The third section lists some of the research on the Internet and social networks, where the benefits of digitization and easier access to research population are evident.