Clemson University Social Media Listening Center implements cutting-edge technology, expands interdisciplinary research

The Social Media Listening Center (SMLC) at Clemson University has received a major research instrumentation program grant from the University’s Division of Research to elevate its social media listening capabilities. The grant will fund the implementation of the social media industry’s premier cloud-based software, Quid.

Brandon Boatwright, assistant professor in the Department of Communication and director of the SMLC, will oversee the implementation process as principal investigator.

According to Boatwright, Quid will allow the SMLC to advance its research mission and develop new pathways for interdisciplinary research initiatives and social media curriculum development across the University. The software will enhance undergraduate research and experiential learning opportunities and provide valuable insight into social media trends across disciplines.

“When the SMLC opened its doors in 2012, it was the first dedicated social media listening lab on a college campus nationwide, and while we have always been at the forefront of social media research, we do not want to rest on our laurels,” said Boatwright. “Quid will bolster our position as a thought leader in the field and provide valuable data for innovative interdisciplinary research collaborations.”

After implementation, Boatwright plans to expand the SMLC’s research associate initiative to include a representative from each College to serve as a liaison and provide contextual knowledge for their units. Boatwright said, with the addition of Quid, there will be more opportunities for researchers to share knowledge, gather information and collect data through the SMLC.

“Under the leadership of Dr. Boatwright, the Social Media Listening Center has established itself as a national leader in social media listening and analytics,” said Deanna Sellnow, chair of the Department of Communication. “His knowledge and expertise, paired with cutting-edge technology, will not only broaden the Center’s research scope but also advance the goals of Clemson Elevate to deliver the number one student experience, double research across the University and transform lives statewide and beyond.”

Boatwright’s research focuses on the intersection of strategic communication and social media. He investigates how organizations use social media to interact with their publics and how the public reacts to current events and news through social media.

Boatwright said social media provides insight into a person’s unfiltered thoughts – and for better or worse, those narratives spread rapidly. As such, he said social media listening allows researchers and organizations to quickly and accurately analyze conversations and data from the ever-changing social media landscape.

Currently, Boatwright is working on a misinformation and disinformation project sponsored by the Media Forensics Hub to determine ways to identify state-sponsored activity on YouTube. Additionally, he is developing a framework for conducting and evaluating social media research in different contexts and across disciplines in alignment with the SMLC’s mission to generate interdisciplinary research.

“The Social Media Listening Center serves as a critical resource for businesses, nonprofit organizations, media outlets and state agencies throughout South Carolina and beyond,” said Leslie Hossfeld, dean of the College of Behavioral, Social and Health Sciences. “Dr. Boatwright and the SMLC team contribute to pandemic response and opioid recovery efforts throughout the state, analyze conversations during local, state and national elections and inform crisis communication strategies for organizations nationwide. The SMLC is actively advancing the College’s mission to build people and communities through its incredible research outputs and commitment to experiential learning opportunities for our students.”

The SMLC will host its third annual Social Media Week February 25–28, 2025. The event will feature social media leaders from national brands such as Hershey, Savannah Bananas and Chegg, as well as the Federal Emergency Management Agency (FEMA). For a full event schedule, visit: https://bit.ly/3SEK2f4.

The Department of Communication is part of the University’s College of Behavioral, Social and Health Sciences (CBSHS). Established in July 2016, CBSHS is a 21st-century, land-grant college that combines work in seven disciplines – communication; nursing; parks, recreation and tourism management; political science; psychology; public health sciences; sociology, anthropology and criminal justice – to further its mission of “building people and communities” in South Carolina and beyond.