Social media offers a treasure trove of data for researchers to understand how organizations and individuals use the technology to communicate with and grow their base of followers. However, manually analyzing the content can be time consuming or, in some cases, simply impossible due to the volume of data. While machine-learning models can help, they present their own set of challenges.Social media offers a treasure trove of data for researchers to understand how organizations and individuals use the technology to communicate with and grow their base of followers. However, manually analyzing the content can be time consuming or, in some cases, simply impossible due to the volume of data. While machine-learning models can help, they present their own set of challenges.Machine learning & AI[#item_full_content]