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by Aman Misra

Fall semester at the University of Tennessee is always a vibe. This year 2023, the anticipation was even more than just cozy weather and coffee on Rocky Top. Former College of Communication and Information (CCI) Speech Communications ’97 graduate Peyton Manning announced that he would be joining CCI as a professor of practice.

CCI Instagram post announcement:

It sparked off quite a buzz on August 14th 2023 when the news broke on CCI’s website, later to take off on Sport Media channels across the country. At the Adam Brown Social Media Command Centre (ABSMCC), we wondered if we could use our handy Sprinklr tool to track some of that data on a busy August day when the Sheriff rolled back into town for one more dance. It isn’t hard to tell when CCI went live with their Peyton presser as indicated by volume trend of this topic below!

Sprinklr’s stat attack was just warming up. Manning’s announcement across social media had a whooping 257.26 M reach on August 14th.

Of course it would be worthy to also talk about what were the top themes of discussion in the context of this news report. Alma Mater, CCI, NFL History, Omaha Productions (his media company) all figured prominently in the discussion as illustrated by the pie chart below. Think back on anything you may have posted at the time. Recognize your discourse on the Peyton presser?

Further, drilling down on the most used content type for this story as illustrated below: Photos took the lead with over 65% of the content and it wasn’t surprising to see shared links come in second given that this was a news piece about a national NFL star beloved in Tennessee.

It’s likely that some of those photo shares ALSO included the news link from CCI such as this example from CNN below. On the other hand, Bleacher Report shows a photo only report.

Having said that, it’s also interesting to note that the most important domains which covered the story were news websites. Sounds logical enough, but sometimes these vary based on what you are searching for. The beauty of Sprinklr is it allows you to make tweaks based on specific searches. Highlighted below are the news media which covered the story prominently.

This naturally transitions to the next question that asks: who is sharing these posts across America? Hint: it’s a state with Volunteers and lots of orange. You would expect the east coast media to also pick up on a story like this hence New York figures prominently though behind Texas, California and Florida. Additionally, Professor Manning’s former NFL team towns Indiana and Denver could be buzzing with the news (though curiously enough the latter is not on the state distribution below):

Having looked at content and demographics, it would also be worthwhile to explore how hashtags were used on social media during this communicative event (as we like to refer to it in academia).

It comes as no surprise that Rocky Top related hashtags dominate variations of #VolforLife, #GreatBigOrange, and #Vols. The NFL figures prominently just behind Vols which takes top spot. Curiously, there is a #respond which on closer look really didn’t signify anything in the data.

As Dr Pittman explained in an earlier ABSMCC blog post on stats from THAT Tennessee-Bama game, the algorithm isn’t perfect so take that with a pinch of salt.

While platform vernaculars continue to dictate how we post something, this word cloud below gives a hint of what we post when we think of Peyton’s Presser from 14th August 2023. You might recognize a word or two if you engaged with the communicative event online. This analysis used simply the hashtags #peyton, #manning drilled down to the specific date and times. Imagine using it for a larger data set to help engage immersive storytelling around sporting events nationwide. Another similar story that comes to mind is the famous Taylor Swift-Travis Kelce duo taking the country by storm. Stay tuned for more from this space.

By: Rohit Gunti

As one of the top Universities in the nation (no bias here), UT should be dreaming big about the possibilities that could take student experience to it to the rocky top. With the AI Tennessee initiative led by UT, the sky truly is the limit. This initiative is focused on Smart manufacturing, climate smart agriculture and forestry, precision health and environment, future mobility, and AI for science. It’s mission is clear: advance cutting edge research and creativity across all disciplines at their intersections with AI.

UT is already working on developing student skills for them to get placed in AI-enabled jobs of today and the future. However, there should be an increased focus on AI in the classroom that helps students’ academic progress.

Nowadays, the main requirements for a healthy academic career for any student, whether they are international, national, local, or out-of-state, are digital/online resources, as well as the necessities for living like food, housing, and an accessible commutes to college. While UT students have access to AI-based food delivery robots on campus and digital resources to help us study, housing and transportation could be areas where AI tools may be incorporated into practice. Expensive housing and low vacancies in Knoxville could potentially cause more students to leave the campus, just like it happened with Arabella Sarver. In fact, Sprinklr, our AI-driven social media analytics tool, tells us that the “housing crisis” in Knoxville has been mentioned over 450 times since the beginning of the school year (August 23rd, 2023) times across social channels. The topic has reached over 130K social feeds with a spike in conversation near the beginning of the classes:

This is where AI comes in. If more spaces are available closer to campus at reasonable prices and we begin to use AI technology to help students find housing when they need, the game could be changed forever. Instead of relying solely on humans to answer calls and queries for limited hours in housing administration, an AI-bot could be deployed to answer student questions the rest of the time, or set up virtual tours, give recommendations, and perform neighborhood analysis. Additionally, smart home automation should be encouraged in every apartment to make student life and billing more effective.

When it comes to transportation, instead of relying too much on Google Maps, it would be easy to train a recurrent neural network algorithm that can learn inputs like time of the day, day of the week, previous bus arrival times and predict bus arrival. And just like that, we have several models like the transformer model used in ChatGPT that can be trained and deployed through a mobile app or website. The current trends among commuters at UT include themes of “parking and UTK” have reached over 5.3 Million social feeds times across social channels since the start of the school year with the net sentiment score graphic posted below:

UT should train and evaluate as many open-source AI-based IR systems as we can and take observations to build the newer, successful systems to help student and other stakeholders. This entails building more labs and teams that support this research with the focus on helping UT students. With AI, the possibilities are endless, and UT should be at the forefront of this exciting technology.

Muslimah Yusuff

Have you ever encountered individuals who have mentioned observing a practice called Ramadan, during which they abstain from eating and drinking from dawn to sunset? Ramadan is a sacred month within the Islamic faith, observed by Muslims worldwide.


This period of fasting encompasses not only abstaining from food and drinks – which includes water! – but also refraining from bad habits. The purpose of this practice is to foster a heightened awareness of God, encourage reflection on one’s blessings, and cultivate empathy for the struggles faced by others.


Given that Ramadan spans 29 to 30 days and that there are an estimated 3.45 million Muslims in the United States, we thought to gain a deeper insight into their sentiments regarding this observance.


By utilizing the hashtag “Ramadan” and examining posts made between March 22 and April 20 of this year, we discovered that the topic reached an astounding audience of over 4 Billion people!


Contrary to what you might think, the tweets categorized as “negative” primarily consisted of people “sad” that Ramadan was coming to an end or people that were “devastated” regarding the tensions between Israel and Palestine.


At the start of Ramadan, there was a significant surge in tweet activity, with thousands of people expressing their joy and excitement about experiencing Ramadan once again after a year.


However, as the month progressed, the volume of tweets noticeably declined, which can be attributed to the tendency of Muslims to reduce their social media usage during this time to devote more attention to worship and spiritual practices. On April 4, the tweet volume experienced a slight increase due to the escalation of tensions between Israel and Palestine, capturing the attention and concern of many.

In response to these dynamics, various communities across the country organized interfaith dialogues aimed at fostering relationships between different religious groups and promoting religious literacy. One such event was organized by the Muslim Community of Knoxville, known as the “Fast-A-Thon.” This event invited people of diverse faiths to try fasting for a day after which iftar (dinner to break the fast) was hosted where topics aimed at fostering cooperation and collaboration were discussed. Additionally, the event raised approximately 20 thousand dollars for those in need.



Returning to the tweets, aside from those centered around making prayers (duas), there was a notable presence of humorous and sarcastic content, exemplified by the following sample tweet.

It’s always funny when we see someone hiding food just because we’re fasting. No it does not make us sad, it does not make us hungry.


A notable topic of discussion within the Muslim community revolves around the perceived lack of recognition and representation from brands and organizations regarding the celebrations of Eid Mubarak. Despite this, rather than passively accepting the situation, Muslims are taking proactive steps to celebrate and showcase their traditions. However, it would be advantageous for brand representatives to acknowledge that this represents a significant untapped market with the potential to generate a new revenue stream.


We hope you enjoyed learning about the Islamic faith and Ramadan traditions. If there is any other part you would like to delve deeper into or gain a better understanding of, please let us know!


It’s a great day to be a Chiefs fan #Kansascitychiefs #ChiefsKingdom #JacksonMahomesTikTok (sorry Philly).

The most anticipated event in American sports aired Sunday night. This year’s Super Bowl included a RiRi halftime show, a Tubi commercial that briefly ruined relationships, a close fourth quarter, and 113 million viewers who all contributed to making it a night to remember.

While we at the ABSMCC love talking football, we love talking stats even more. Patrick Mahomes going 20-of-26 for 182 yards and three touchdowns was certainly an impressive feat, but that holding call …anyway, we won’t continue to throw salt into the Eagle’s wounds.

The REAL stats here are the social media analytics, of course!

So let’s break down some of the most interesting social media statistics from Super Bowl LVII:


1. Fenty Beauty is the real winner…

 While Rihanna’s half time show was one of the most anticipated events in all of pop culture, it was her clever product placement that won over fans and caused a spike in #FentyBeauty mentions. The icon’s makeup brand reached a whopping 932.94 million feeds following her halftime show where she incorporated a quick powder touch-up mid performance.


2. Who touched the remote?

Tubi wins the award for best… prank?

The streaming service fooled viewers with an advertisement that appeared to change the channel mid-game causing an uproar on social media. The ad had over 100,000 people talking online and the conversation reached over 490 million feeds.

The ad is posted below to jog your memory in case you missed it.

Let us know your thoughts, was this is a hit or a miss?


3. The Kelce family dynasty

The Kelce brother’s sibling rivalry also made waves on social media the night of the Super Bowl. Travis Kelce, a tight end for the Kansas City Chiefs and his older brother Jason Kelce, an offensive center for the Philadelphia Eagles left it all on the field as their teams battled it out for family bragging rights.

Their mom, Donna Kelce, won best dressed in her custom-made Chiefs/Eagles split jacket:

Travis’ sweet throw back tweet made us love this tight knit family even more.

Momma Kelce’s motherly support was palpable as she comforted Jason post-game. This made us all crave a big hug.

Overall, the Kelce family reached an impressive 4.32 billion feeds with mentions peaking on game night at 165,638.


4. Poor Jackson Mahomes just can’t get it right…

Patrick Mahomes’ younger brother has left fans raging once again thanks to another one of his classic TikTok dances. Jackson Mahomes was caught in 4K trying to steal the spotlight while older brother Patrick was participating in a post-game interview.

“Clown”, “annoying”, and “dude why” were among the top themes of discussion surrounding the quarterback’s viral younger brother. @JacksonMahomes has reached 3.73 million feeds following the Super Bowl and his net sentiment score  suggests football fans were mostly unhappy with his actions post-game (72.65% negative mentions).

Check out the TikTok below and let us know your thoughts on the situation. Are you #TeamJackson or are his actions #corny?

Personally, I can’t blame him, I’d probably be filming Toks on the field post-game too if my brother was a QB on potential #GOAT trajectory.

5. Top Hashtags

To sum up our review of football’s biggest night we have created a compilation of the most popular hashtags and themes of discussion on social media.

What was your favorite conversation from Super Bowl LVII? We want to know your thoughts on these trending topics.


We all know it’s great to be a Tennessee Vol. But did you know how great it is to be a Tennessee Vol on social media? With wins over Florida, Alabama, Kentucky, and a double Gameday visit, the football team went 10-2 this season and ended the year ranked 6th in the AP poll. Our football team generates the most engagement on social media, and our fans have a reputation for being dominant on social media, even in years when the team wasn’t dominant on the field.


With the Orange Bowl game against Clemson coming up on Dec 30th, we thought we would look back at some interesting Twitter numbers from the fall season.

Using “GoVols” as the search hashtag, and Aug 1 to Dec 1 as the search timeline, Vol fans reached more than 280 MILLION people!

Also, the don’t let that sentiment analysis fool you—the algorithm isn’t perfect, so most of the tweets it coded as “negative” probably said something like “WE MURDERED KENTUCKY!” or “I would hate to be a Florida fan right now.” Tweets like that technically do have “negative” words, but the sentiment is obviously very pro-Tennessee.


Also worth noting that these tweets came mostly from Tennessee (obviously), but there are VOLS4LIFE in other states as well. I expected other SEC states, but Texas and California being the third and fourth most tweeted from states was a surprise:

Aside from the Team’s official football account, which accounts reach the most people using “GoVols”?

  1. Dave Portnoy (president of Barstool Sports) reached 6.5 million people.
  2. Alvin Kamara (UT alum and NFL superstar) reached 3.4 million people.
  3. Smokey (our own goodest of the good boys) reached 2.9 million people.


Here you can see the volume of overall tweets:

What happened during the week of Oct 10? Oh yeah, the Alabama game... Lets watch the highlights again just to get all the good feels back. Afterwards, naturally, our fans stormed the field and dragged the goalposts to the river. Don’t worry, someone updated google maps…

…and even created a twitter account for the infamous goalpost itself.

But did all these shenanigans show up on twitter? of course they did. Here is the topical breakdown of “GoVols” tweets from kickoff till the end of the weekend:

Do you see any of your tweets in there? How much did you contribute to VolTwitter in 2022? Did we miss anything?


(These results are nuts, and remember, they are only for ONE hashtag. Imagine if we also did this analysis for “gbo,” “vfl,” etc.)




With NFL free agency right around the corner, teams are currently looking at their existing rosters to decide who to bring back for 2022.

For the Tennessee Titans, the decision to bring back outside linebacker Harold Landry proved to be easier than some people expected with the team signing him to a 5-year, $87.5M deal.

The 2018 second round pick recorded 12 sacks last season while helping the Titans secure the top-seed in the AFC. While Titans fans have been left wondering what would happen with the team’s top edge rusher, the conversation online prior to his signing had gone quiet.

While Landry may not be the household name that a Joey Bosa or Khalil Mack are, the former Boston College star has been a large part of the team’s success since arriving in Nashville.

Titans’ fans appeared to be happy with the re-signing with an overwhelming 90.8% of the conversation leaning positive.

In addition to re-signing Landry, Tennessee is also bringing back key contributors defensive tackle Teair Tart and wide receiver Nick Westbrook-Ikhine. However, the team did decide to part ways with former third round running back Darrynton Evans, and offensive linemen Kendal Lamm and Rodger Saffold.

Last night was a great night of football as the Los Angeles Rams came back to beat the Cincinnati Bengals in the Super Bowl behind the performance of the Super Bowl, and more importantly, my fantasy football teams’ MVP Cooper Kupp.

But as we all know, the ads are the real selling point of the Super Bowl (aside from the absolutely fantastic halftime show). A 30-second spot on last night’s game cost $7 million, which theoretically could pay for over 1 billion impressions on Twitter. Brands surely want people to talk about their Big Game spots. So which ads did well? Which did not? I took to social media to see how the ads were received and talked about.


1st Winner – Crypto

One huge winner of the night was the Crypto Currency industry, by far the most talked-about brands from last night were Coinbase (180k) and FTX (360k) with crypto social media platform eToro having a respectable (15k).

The Coinbase ad was a particular winner, in my opinion, their simple QR Code ad had a low cost to create, and while I don’t have exact numbers, the website crashed… which may not be a good sign if you are wanting to store money with the company though.

The phrase “QR Code” alone outpaced most brands, with over 97 thousand mentions on Twitter last night! Some of that QR code conversation was not completely positive, with internet security Twitter taking to the timeline to try to inform people on the dangers of unknown QR codes.
Personally, I am a little skeptical of the volume of conversation, diving into the posts, many of which were promoting individual cryptocurrencies, I found a few accounts that were somewhat botlike in their post volumes, with some posting the same message dozens of times, and one, in particular, replying one of two messages to over 650 posts in just the 7:00 pm to 8:00 pm hour!

Nonetheless, these companies had a strong night on social media and their ads did the job they intended!


Non-Winner – Non-Crypto Newcomers

It is hard to make an ad that really resonates with people, especially when dozens of other brands are also trying to get their brands trending with their high-budget commercials. This is taken to another level when your brand is not well known to most people. Brands like Hologic, Cue Health, and Wall Box all had fewer than 1,000 mentions on Twitter. Not every ad is meant to resonate with the average consumer, some may be looking for specific audiences, but being beaten out by replies pushing select cryptocurrencies in a single hour have to be taken as a disappointment for some of these brands. You also should make sure your webpage gateways are working properly just in case someone is interested in learning more.


Winner – Giveaways!

Taking a page from last year’s big winner in Mountain Dew, brands like Expedia (60k), Carvana (23k), and the aforementioned FTX (360K) accompanied their $7 million media spend with social media campaigns revolving around giveaways. And, unlike last year’s Mountain Dew ad, these brands did not give away another million dollars! Expedia was giving away $250k in credit, Carvana a few thousand dollars in gift cards, and FTX was giving away crypto coins. All three brands did really well compared to their industry competitors. Expedia blew away Turkish Airlines (2500) and (3400); Carvana beat out Vroom (2300), and FTX beat out Coinbase. Showing the social amplification powers of giving things away for free!


Non-Winner – “Tesla Killers”

If it was not for the crypto ads, the theme for this Super Bowl may have been electric vehicles. Multiple car companies such as General Motors, BMW, Kia, and newcomer Polestar led the way with their electric vehicle ads. But all of these brands combined accounted for fewer mentions than Tesla’s 64k Tweets, and they did not even run an ad! Part of this was driven by a newcomer to the market Polestar, who made an ad that not-so-subtly took shots at the industry giant. Time will tell if the company, likely going public this year, made a good call with an ad that led to Tesla and its owner Elon Musk leading the way in their top words.


Winner – Chips!

I’ve really been a fan of what chip companies like Doritos, Cheetos, and Pringles have been doing with their ads recently. This year, it looks like chips, in general, were a hit in terms of Twitter conversation. Doritos and Cheetos worked together to launch their new Flamin’ Hot Doritos, and the ad collab led to over 25k mentions. Lay’s spoke to the inner comedy movie nerd in everyone with an ad featuring Seth Rogan, Paul Rudd, and the new Mrs. Rogen to the tune of 38k tweets. And while Pringles’s 8k showing is not a big winner, I still thought their ad was super clever, and it’s my list so there they are.


Bonus Winner – My High School taste in music!

Over 300k people Tweeted out #PepsiHalftime last night, in what was an awesome blast from the past, and my favorite halftime show for sure! Dr. Dre, Snoop Dogg, Mary J. Blige, 50 Cent, Kendrick Lamar, and Eminem rocked the mic for a fantastic halftime show that reminded me I need to find my old CD book to break out those old mixtapes.

The sentiment was very high with 81% positive sentiment spurred on heavily by the 25-44-year-old age groups!

Fun note: “Limewire and iPod” started trending during the show with both keywords getting over 2,400 mentions. Between those trending words, the Rams winning the Super Bowl, and a new technology being the talk of the Super Bowl Ads, it is starting to feel like the early 2000s again.

Amazing performances of the Teens: New stars appeared in US Open 2021

By Kibum Youn

The 2021 US Open ended on September 12, with a lot of activity since it began August 30th. The champions of the US Open 2021 in Singles competition are Daniil Medvedev and Emma Raducanu. This tournament, especially in women’s single, was a continuation of unexpected events. In the first US Open final between two unseeded players, Emma Raducanu, 18-year-old, defeated 19-year-old Leylah Fernandez and finally became the first qualifier to win a Grand Slam. In addition, She is also the youngest champion in the Grand Slam tournaments since Maria Sharapova won at Wimbledon in 2004. Although Fernandez lost the final match, she also provided a great performance such that she defeated World No.3 Naomi Osaka, No.2 Aryna Sabalenka, and former No.1 Angelique Kerber during the tournament. I definitely can say that two new stars appeared through US Open 2021.

Through the tools of the Adam Brown Social Media Command Center, I analyzed the Twitter trends, and confirmed the social volume on two players, Emma Raducanu and Leylah Fernandez, has tremendously increase compared to the social volume in the past.

I also analyzed the overall sentiment score of both two new stars and confirmed interesting results on it of Fernandez.

When Fernandez defeated world No.3 Naomi Osaka, the sentiment score was 45% positive score. However, it was positively changed that the score was 60.6% when she defeated another ranker, Angelique Kerber. The sentiment score (the 82.3% positive score) highly increased when she defeated another high ranker again, world No.5 Elina Svitolina. Of course, it is difficult to fully explain this phenomenon through a few factors, but I assume one possible reason might be that the expectation on Fernandez’s match might gradually increase simultaneously. I think that this might reflect the process how new star appears. How about your opinion?

By the way, I am already excited to look forward to seeing those two new stars in another tournament soon as well as US Open next year! Are you on the same page with me?


By: Kibum Youn


Recently, U.S. health officials announced the plan to begin offering COVID-19 booster shots on September, 20th. The announcement said that recipients of the Moderna or Pfizer vaccine can get a booster shot 8 months from the date that they received their second dose. After this announcement, Johnson & Johnson also asserted that it had evidence that the recipients of the Johnson & Johnson Jannsen vaccine can get their booster shot on August, 25th. However, it is still controversial I’m some circles about whether the booster shot is necessary because there is not clear enough to prove the effectiveness. With groups urging caution until we learn what the long-term effects are.

Through the tools of the Adam Brown Social Media Command Center, I can see that there was a lot of chatter concerning these issues. I also confirmed the social volume on Twitter has firmly increased starting on the 18th of August and again on the 25th of August after the announcement was released.

I also analyzed the age range on the social volume on Twitter as seen below:

Surprisingly, the two youngest groups (e.g., 18-20 and 21-24) showed the lowest social volume compared to other age groups. Of course, it is difficult to make a quick inference that the two youngest groups are less interested in the booster shot than other age groups. However, we still need to think about what this result means and why it happened.

Now, regardless of your stance on taking booster shots, we all know that vaccine is really important for ourselves and around us to protect from a fatal disease by this tedious virus. To see a better future and to go back to a normal life like before the pandemic, let’s pay a little more attention to the latest information about it. Plus, don’t forget to keep wearing a mask!!

By: Alex Carter

Twitter weighed in, and I listened.

If you watched Week 1 of the College Football season this past weekend, you might have seen a little commercial from Applebee’s once or thirty-something times. This commercial highlighting the TikTok dance trend associated with the song “Fancy Like” by Walker Hayes, which mentions Applebee’s and some of their products, has driven college football fans crazy with its huge push, appearing multiple times over the course of various games (I counted 8 times during UT’s Thursday Night Kickoff game).

Applebee’s has gone all-in on the song with their advertising push and has even brought back their Oreo Shake that is mentioned in the lyrics. How have people on social media reacted though?

While 8 thousand mentions is hardly internet-breaking these days, the good news for Applebee’s is that their mentions on social media are up quite a bit, with 83% more conversation the past seven days than the previous seven-day period. The media trend shows that most of the conversations occurred during the college football games on Saturday, Sunday, and Monday. In fact, on Thursday, the conversation was mostly driven by people in Knoxville, a testament to the drive being due to their college football advertising spend.

The start to the season viewership numbers was a huge win for college football with TV ratings, as people across the country tuned in for kickoff weekend.

Obviously, Applebee’s got eyes and ears on the ad, and plenty of people talked about it on social media, which has to be a win for the insane spend they must have on the ad right?

*Note: “Applebee” is seen as a top word since Social Studio reads apostrophes as the end of a word in regards to top word analysis topic profiles included “applebees,” “applebee’s,” and “@applebees”*

Well, the conversation increase is not necessarily all good for Applebee’s. Sentiment turned from somewhat positive towards mostly negative on Thursday during the UT vs Bowling-Green game and trended mostly negative on Saturday and Sunday during the big games. Monday, things got a bit better, but over the past week, reactions have been split, for the most part, the sentiment around Applebee’s stands at 50.3% negative for the company.

Some people thought the commercial could be used to spur vaccination rates.

Others thought it was a national security issue that needs to be addressed at the highest of levels.

Others thought this may be an intricate ransom scheme.

Ok, maybe they are not too far off on that one.

It’s important to note that not everyone hates the song that 49% positive sentiment is not all sarcasm, it’s a popular pop-country song with a trendy dance. It may have earned Applebee’s some goodwill, and hey, if enough people learn about half-priced apps and $2 long island iced teas, it may be a solid spend for the struggling restaurant.

Repetition in advertising is a touchy area, as studies have shown that repetition can lead to better brand recall and even positive feelings in regard to brand attitude. However, too much repetition can lead to wearout and negative attitudes towards the brand overall. Too much repetition can also lead people to feel as if the brand is trying too hard, and actually may lead them to consider the brand as lower quality, focusing on advertising to cover up their problems.

What do you all think? Do you like the ad? If you watched the ad a dozen times during an afternoon of football, did you like the ad? Let us know what you think!