See all Insights Reports
The Social Media Insights Lab monitors social media in South Carolina and closely follows news as it breaks to see what drives social media conversations in our state.
The Lab: In the News
Myanmar, UN Chief dominate World Press Freedom Day conversations
USC's Insights Lab looks at social media response to the presidential debate
Researchers are using social media conversations to understand COVID-19 outbreaks
UofSC Social Media Insights team examines COVID-19 online commentary
Students monitor social media buzz during SC Democratic primary
About the Social Media Insights Lab
The lab is part of the College of Information and Communications. It is used for teaching, academic research and public reports intended to help people better understand issues of the day.
The lab’s software, Brandwatch Consumer Research (formerly known as Crimson Hexagon), uses artificial intelligence to interpret data. View a full list of reports and follow the lab on Twitter at @UofSCInsights.
For media inquiries or to request graphic files, contact Rebekah Friedman at rebekahb@mailbox.sc.edu.
How is sentiment calculated?
The Brandwatch Consumer Research gauges the emotional tone of conversations using
auto-sentiment artificial intelligence technology. This feature is useful for identifying
patterns within large sets of social media data, but it should be noted that auto-sentiment
has its limits. For example, it does not always recognize sarcasm, nor does it account
for posts which may express more than one emotion.