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" ... There are many ways social media can be used for precise targeting. Top-level sampling criteria can be done by a participant's physical location (country, city, state and even neighborhood) or by general demographic profile, such as their gender, age, income, marital status or ethnicity. Users of social media also reveal their primary language spoken, which can be usefl with multicountry surveys (per our example above). Further refinement can be achieved by targeting people by what interests, hobbies or favorite activities that they can self-identify with in their profiles. Even the device they use most often to spend time on social media is identifiable and can be useful for certain types of surveys. ... "