Luke Sloan is a Senior Lecturer in Quantitative Methods and Deputy Director of the Social Data Science Lab at the School of Social Sciences, Cardiff University UK. Luke has worked on a range of projects investigating the use of Twitter data for understanding social phenomena covering topics such as election prediction, tracking (mis)information propagation during food scares and ‘crime-sensing’. His research focuses on the development of demographic proxies for Twitter data to further understand who uses the platform and increase the utility of such data for the social sciences. He sits as an expert member on the Social Media Analytics Review and Information Group (SMARIG) which brings together academics and government agencies and he works closely with the Office for National Statistics and Food Standards Agency.