Linking Survey and LinkedIn Data: Understanding Usage and Consent Patterns

Linking social media and survey data allows researchers to create novel metrics, track survey respondents longitudinally, and capture real-time intricate data. LinkedIn is a social networking platform with a strong emphasis on employment and business interactions which has not been explored in a survey data linkage context previously. Using a nationally representative panel survey, we explore the feasibility of linking survey and LinkedIn data. Our analysis focuses first on understanding the demographic profile of LinkedIn users in the UK, as understanding this context shows the coverage of who can be asked to consent. We then explore consent outcomes, assessing the impact of question placement and wording on participants’ willingness to link data, and identifying other factors associated with LinkedIn consent. Our findings reveal that a notable proportion of respondents have a LinkedIn account, indicating a higher usage rate compared to previous research. Employment status, education level, and income are key determinants of having a LinkedIn account. Unlike previous studies, consent placement and wording does not have a significant influence on participants’ willingness to link LinkedIn and survey data. However, social media posting frequency and possessing a university degree are associated with higher consent rates. Although LinkedIn users differ on certain demographic characteristics, the platform’s unique focus on professional networking and career-related activities presents valuable opportunities for investigating employment and economic outcomes.