What a nice, feel-good article on the kindness of social users on Mashable: Most people are kind on social media! Despite the river of anger, criticisms and cynicism we read in just about any article’s comments section, when it comes to social media, this study suggest that users are the very model of courtesy and sweetness. But in an online environment, when anger and frustration can be shared with no real consequence, why would users suddenly start showing their nicest sides?

In evaluating the results of the study, it’s important to remember that one of the main drivers of social media behaviors is defining ourselves to others. What we share and how we interact directly influences the way people see us. Why are we never as good-looking as on profile pictures? Why do our check-ins paint the coolest and hippest lifestyle? Why don’t the articles we post come more often from TMZ? Online, we can mold who we are. Hence, nothing surprising in the article’s results: who would admit to being a mean and unsavory person?

However, this study is another example of a flaw that could be identified in many research studies and could be summarized by “who would say no to that?!”

Let’s look at two questions from the Pew Research Center survey as examples: “When people on social networking sites are being mean or offensive, how often do you tell the person to stop? Frequently; Sometimes; Only once in a while; or Never?” It sure looks good to answer that you often take charge and ask bullies to stop.  Who would say no to that? The second example is pulled from any consumer researcher’s bible: the MRI research. Well, how will anyone say no to “spending more time with his family”? We must be careful in research to keep questions people can honestly answer and questions that would bring some relevant differences.

It’s all fine and good to know that people are nice on social networks, but… Who would say no to that?

–Thomas Minc (@Mincky)

Strategic Branding Manager at Socialistic