Housed in the School of Journalism and Mass Communications, the Social Media Insights Lab uses AI technology-powered Crimson Hexagon software to generate, visualize and interpret data on everything from consumer sentiment to crisis response. Since its launch in 2019, the lab has greatly enhanced the university’s research efforts and raised its profile as a thought-leader in social media analytics.
As host of one of the key presidential primaries, South Carolina plays a critical role in narrowing the field of candidates and predicting which will resonate with voters nationwide.
That’s why the Social Media Insights Lab has launched the UofSC Insights Initiative. Leading up to the 2020 presidential election, our experts will generate regular, in-depth reports on each of the Democratic presidential candidates as they make their case to South Carolina’s voters. Each report will examine what social data can tell us about public sentiment in the Palmetto State and beyond, providing us with a deeper understanding of the issues influencing the 2020 presidential race.
In addition to political reports, the lab will also explore a wide range of topics of interest to South Carolinians, particularly those that trend on social media.
Reports will be available here. We will also share insights on social media.
As the 2020 presidential race heats up, what can social media mentions tell us about key political issues? The Social Media Insights Lab analyzed more than 70 million posts to understand how nationwide conversations compare to those in the Palmetto State.
An analysis of more than 23 million posts shows that Pete Buttigieg has the most positive social media sentiment of all the leading candidates for the Democratic presidential nomination. And in traditionally Republican South Carolina, that positive sentiment is even higher.
How did South Carolinians react to the education rally on social media? The first South Carolina Insights report explores online conversations and shares its findings on public sentiment and recurring themes.