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College of Information and Communications

Social Media Insights Lab

Housed in the School of Journalism and Mass Communications, the Social Media Insights Lab uses AI technology-powered Brandwatch Consumer Research 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.  

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. 

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

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.

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