Field research and quality assurance audits of social site posts indicate that only 30-35% of posted "information and data" is accurate. More likely, a person is will behave (i.e.) in an alter ego state rather than their true psychological. Basing psycho-demographic decisions on social site posts is inherently flawed due to the flawed raw data.
How do you and your organization scrub the data you collect to ensure its integrity? What good is basing marketing decisions on the posts of Trolls?