With such a vast pool of potential respondents, researchers can use social sampling to reach any audience—niche or broad, B2B or B2C—anywhere in the world.

With the onset of the COVID-19 pandemic, the use of social media as a crucial communication tool for information generation, dissemination and consumption has tremendously accelerated. As a result, marketers and businesses of all verticals have had to rush to meet consumers who spend a big chunk of their time scrolling through their feeds.

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