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Many machine learning projects for new application areas involve teams of humans who label data for a particular purpose, from hiring crowdworkers to the paper's authors labeling the data themselves. Such a task is quite similar to (or a form of) structured content analysis, which is a longstanding methodology in the social sciences and humanities, with many established best practices. In this paper, we investigate to what extent a sample of machine learning application papers in social computing --- specifically papers from ArXiv and traditional publications performing an ML classification task on Twitter data --- give specific details about whether such best practices were followed. Our team conducted multiple rounds of structured content analysis of each paper, making determinations such as: Does the paper report who the labelers were, what their qualifications were, whether they independently labeled the same items, whether inter-rater reliability metrics were disclosed, what level of training and/or instructions were given to labelers, whether compensation for crowdworkers is disclosed, and if the training data is publicly available. We find a wide divergence in whether such practices were followed and documented. Much of machine learning research and education focuses on what is done once a "gold standard" of training data is available, but we discuss issues around the equally-important aspect of whether such data is reliable in the first place., Comment: 18 pages, includes appendix