Social media is one of the dominant forms of interactions on the Internet. Leading platforms such as Facebook and Twitter count hundreds of millions of users each month. In this article, I will show you how social media is a rich vein of data for user researchers.
I will argue that it would be an oversight for an organization to treat social media as nothing more than an opportunity for customer service enquiries, help requests and brand advocacy.
Source: Smashing Magazine Using Social Media For User Research