Professor Stuart Brotman is leading a graduate seminar at the University of Tennessee, Knoxville, in which students will be monitoring social media discourse during the upcoming presidential and vice presidential debates and on Election Day and reporting out their results in real-time for media use and public consumption.

The Political Social Media Research Group, which include master's and doctoral degree candidates, will be using the College of Communication and Information's new state-of-the-art Adam Brown Social Media Command Center to monitor various social media platforms, including Twitter, Facebook, Google Plus and Instagram. They will look for trends and flashpoints—issues which spur the most social chatter—and also judge the sentiment of the chatter. The software will allow them to analyze how various issues spark debate on one platform versus another and in one region of the country or world versus another. The software can also generate charts, graphs and word clouds.

The Political Social Media Research Group will be sharing its findings via Twitter (@PSMRG_UTK), Facebook (The PoliticalSocailMediaResearchGroup), Instagram (@psmrg_utk), and Medium (PSMRG), along with other social media outlets.

Brotman is the Howard Distinguished Endowed Professor of Media Management and Law and Beaman Professor of Communication and Information.

The Adam Brown Social Media Command Center uses Salesforce Marketing Cloud Social Studio—the same technology Fortune 100 companies worldwide use to publish, engage, and analyze their social media marketing activities. The center was built and is operated through a fund established for the college by Brown, an alumnus of the college who is now executive strategist for the San Francisco-based Salesforce.

To arrange an interview or to get more information, contact Amy Blakely, UT Media Relations, 865-974-5034 or [email protected].

A TV studio with uplink capabilities is available.