Social Media Is Lying to You About What People Think
- Jennifer McPherson
- Jun 16
- 3 min read
Adam Probolsky is the President of Probolsky Research, a minority- and women-owned market and opinion research firm that provides strategic public opinion insights for corporate, government, nonprofit, and election clients nationwide. Under Adam’s leadership, the firm has operated for over 30 years and achieved significant recent growth, conducting research projects for clients ranging from municipalities in Texas to major metropolitan economic forecasts. Adam’s background in politics began at age 17, and his expertise combines extensive experience in public policy with a forward-looking approach to technology, including the integration of AI and automation into research workflows.
Here’s a glimpse of what you’ll learn:
[01:20] Adam Probolsky shares the story behind his journey into public opinion research
[04:04] The top mistake leaders make with polling data
[10:57] How machine learning transforms survey response analysis
[13:21] Ways AI tools supercharge research and meeting prep
[16:38] Predictions for the digital future of public opinion research
[20:40] The real difference between social media and public opinion
[27:24] The pivotal mindset shift that accelerated Adam’s journey
In this episode…
Social media can make it feel like everyone is shouting the same opinion, but the loudest voices are rarely the full picture. When leaders rely on that noise to understand what people think, what are they missing?
Adam Probolsky believes social media sentiment is not the same as actual public opinion. Drawing from his experience in public opinion research, he explains that most people do not publicly share their views online, and those who do often represent a very specific, biased subset of the population. For leaders, that means social media can be useful information, but it should never be mistaken for representative data.
In this episode of Own Your Next, Jennifer McPherson is joined by Adam Probolsky, President of Probolsky Research, to discuss why social media often distorts public opinion. They explore why leaders misread online feedback, how representative polling reveals a clearer picture, and why gut instinct should not be disguised as data. Adam also talks about how AI is changing research workflows.
Resources mentioned in this episode:
Quotable Moments
“If you're a researcher, you look at the situation, and you find the best solution for the job.”
“If you're creative; if you're entrepreneurial, I think there's going to be a spot for you.”
“You can absolutely do that. And you will absolutely get a biased response.”
“Just don't rely on that to make your decisions, make your decisions by gut.”
“Nobody's getting fired because we have AI, but we're definitely probably not going to grow as dramatically in headcount.”
Action Steps
Rely on representative data when making decisions: Social media comments and informal feedback can be useful, but they rarely reflect the full population you are trying to understand.
Treat online sentiment as one input, not the final answer: Reviewing posts, blogs, comments, and news can reveal themes worth testing, but leaders should not confuse noise with reliable public opinion.
Choose the right research method for the audience: Different communities require different outreach strategies, whether through calls, texts, emails, mail, or even door-to-door conversations.
Use AI to streamline repetitive research tasks: Automating slide decks, organizing responses, and gathering context can free teams to focus on strategy, interpretation, and better decision-making.
Lead with curiosity and compassion: Understanding that people’s circumstances are often invisible can help leaders make better judgments, ask better questions, and build stronger relationships.
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