Using the latest tech to understand social media

The Adam Brown Social Media Command Center (ABSMCC) is located in 460 Communication and Information Building in the Circle Park area of campus. The ABSMCC provides the College of Communication and Information faculty, staff and students access to Meltwater.

Supporting some of the world’s most trusted brands like Microsoft, Amazon Web Services, and Accenture, Meltwater is the industry standard for social analytics and brand listening. Meltwater uses powerful AI technology to scan digital sources (e.g. blogs, news, forums, social media posts) for query, opening doors for deep insight and research opportunities. The platform has access to all mainstream social networking sites including: X (Twitter), Reddit, YouTube, Instagram, LinkedIn, Pinterest, Facebook, and Tik Tok, as well as online news/media outlets such as CNN, Fox, ESPN, CBS, NBC, and more. Additionally, there is access to other online platforms such as forums, RSS feeds, popular press news sources, Quora, web articles, WordPress, brand reviews, blogs/websites, and more. 

Meltwater’s search features allow CCI faculty, students, and staff an exciting opportunity to examine both direct engagement with—and indirect conversations about—any brand, organization, topic, or event of interest. We can analyze these conversations to better understand key topics, what outside influences are inspiring those conversations, and what characteristics lead to higher levels of audience engagement. 

Meltwater conducts various analyses, including the volume of posts, sentiment analysis, emotion, topics of brand conversations, audience affinities, geographic analyses, and more. Historical search features and trends forecasting enables Meltwater users to gain meaningful insight, and hands-on experience in the world of social media listening, brand management, public relations, advertising, and so much more.

To request to use Meltwater, please complete our Meltwater Request Form.

Our story

The Adam Brown Social Media Command Center is powered by Sprinklr technology and operated through a fund established for the college by Adam Brown, an alumnus of the College of Communication and Information at the University of Tennessee, Knoxville. Brown’s gift is part of the College of Communication and Information’s $15 million “Investing in the Journey to the Top 25” fundraising campaign.

Additional funding for the Adam Brown Social Media Command Center is provided through the Tombras Social Media Analytics Fund, which was established by Charlie Tombras, president and CEO of The Tombras Group and a 1964 UT advertising graduate.

The Adam Brown Social Media Command Center is located in Room 460 of the Communication and Information Building.