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CCI Research Group Provides Social Media Analysis of Debates

PSMRGThe Political Social Media Research Group (PSMRG), which consists of students enrolled in JEM Howard Distinguished Endowed Professor of Media Management and Law and Beaman Professor Stuart N. Brotman’s graduate political communication seminar, used sophisticated social media monitoring software to analyze public sentiment during the Sept. 26 and Oct. 9 presidential debates and the Oct. 4 vice presidential debate. The group will also monitor social media during the Oct. 19 presidential debate and on election night (Nov. 8). PSMRG posts real-time analysis on its social media platforms and issues end-of-night reports for each of these events.

Get The Political Social Media Research Group’s analysis by following it on:

  • Twitter (@PSMRG_UTK)
  • Facebook (The Political Social Media Research Group)
  • Instagram (@psmrg_utk)
  • Medium (PSMRG)

The group is using the college’s new state-of-the-art Adam Brown Social Media Command Center to monitor various social media platforms, including Twitter, Facebook, Google Plus and Instagram to spot trends and flashpoints—issues that spur the most social chatter—and to judge the sentiment of the chatter, which provides an important window into the viewers’ reactions to the presidential candidates.

The Adam Brown Social Media Command Center uses Salesforce Marketing Cloud Social Studio—the same technology used by Fortune 100 companies worldwide to publish, engage and analyze their social media marketing activities. UT has unique access to the robust social media analytic technology required for this type of research. The center was built and is operated through a fund established for the college by Brown (BS/AD ’94), executive strategist with San Francisco-based Salesforce and a CCI Board of Visitors member.

Follow up analysis from the first debate can be found at:…&utm_campaign=tntoday and at…&utm_campaign=tntoday

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