Long Comment Branch Sampling for Social Media Research

This article introduces Long Comment Branch Sampling (LCBS), a novel strategy for enhancing qualitative research of social media discussions. Addressing the challenge of purposive and systematic data sampling, particularly from large datasets from social media, LCBS builds upon and combines established digital methods and ethnographic approaches. Focused on discussions in comment sections, the article offers a structured, iterative process of selecting, sorting, and synthesizing data, providing practical tools for researchers grappling with substantial datasets. The strategy is demonstrated through an examination of meat reduction discussions on Danish Facebook pages, showcasing its applicability to various contested issues. By introducing the concept of “long comment branches,” LCBS navigates the non-chronological data format of comment sections, facilitating a systematic, qualitative approach. Underlining the importance of a multi-cycle and iterative process of selecting, locating, sorting, and batching, LCBS serves as a valuable tool for studying user engagements in comment sections.