Introduction
Social media data have become an alluring source of insight into the mindsets of the general population by providing a relatively cheap, quick, and easy-to-access source of data (Graham et al., 2020). These benefits align with shrinking corporate and academic budgets and time pressures to turnaround projects, particularly exacerbated by COVID-19. However, this perceived panacea comes with risks (Kozinets, 2019), which, if not addressed appropriately, can contaminate results and findings (Saldana, 2021)—making it almost impossible to provide accurate, evidence-based conclusions and recommendations. This research note will provide a framework to assist in overcoming a key issue, that being bot...