Featured Research Project
Graduate students in Stuart Brotman’s Political Communication seminar in fall of 2016 gained international attention with their use of Salesforce Social Studio. Brotman, CCI’s Howard Distinguished Endowed Professor of Media Management and Law and Beaman Professor of Communication and Information, and students tracked the political conversations online via the Analyze tool in Social Studio.
The class formed the University of Tennessee Political Social Media Research Group (PSMRG) and held special viewing sessions in the Adam Brown Social Media Command Center during each of the presidential debates.
During and after each debate, the PSMRG produced trend reports around issues that sparked the most social media chatter. Using Social Studio, they were also able to monitor sentiment of millions of online comments and social media posts.
The PSMRG monitored social media on election night live from the WVLT television studios. The students’ work was broadcast as part of the station’s webcast and online coverage.
You can see the Political Social Media Research Group’s analysis by following the group on:
- Twitter (@PSMRG_UTK)
- Facebook (The Political Social Media Research Group)
- Instagram (@psmrg_utk)
- Medium (PSMRG)
Most research projects using the Social Studio Analyze function of Salesforce Marketing Cloud Social Studio will qualify for human subjects review under Exempt Category 2 observation of public behavior. The IRB reserves the right to upgrade the risk to Expedited or Full Board if it determines that your research could reasonably place individuals at risk of criminal or civil liability or be damaging to their financial standing, employability or reputation.