Sky News and Social Media Surveys

Sky News used a Twitter ‘poll’ in their reporting, as ITV continue.

On the Bank Holiday, writer Matt Chorley (Times Radio) started some surveys on Twitter. The results of this social media survey were the subject of a Sky News online article. Later, a Sky News journalist said this Twitter survey was “a poll by Times Radio”.

This article discusses self-selection bias and reporting guidance. Broadcasters should follow Market Research Society guidance: do not report on self-selecting surveys.

Clutching at straw polls

On social media, users may start surveys for other accounts to vote. There are many problems with these surveys. Social media surveys are not representative of the public, or even the platform’s users.

There are no limits other than one vote per account. The same person can respond many times with many accounts. There is nothing to stop people outside the population from voting. Anyone with an account can vote. Sir Robert Worcester coined the term ‘voodoo poll’ for open access surveys.

People on social media are not representative of the population. Social media users tend to be younger, with higher education levels.

Voluntary responses cause unknown error. Those voting are those who see the survey and animated enough to take part. As people volunteer their answers, we get self-selection bias.