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The article focuses on the promises and pitfalls of social media research (SMR) as a study of gathering data by passive online listening techniques. It says that SMR promises 10,000 small sample sizes which reduce people's reliance on survey volunteers, while listen vs. ask opposes an asking process in which researchers work hard from consumers' responses. It mentions the perils face by SMR such as lack of validation research and fear-based resistance. It adds that the cooperation of information technology (IT) professionals and business analysts progressed wherein they analyze to evaluate social media data and track brand performance.