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A group of graduate students who have been monitoring social media during this presidential election season will take their project on the road tonight as votes are counted.

The Political Social Media Research Group will monitor social media on election night live from the WVLT television studios. The students’ findings will be part of the station’s webcast and online coverage, with the webcast available beginning at 6:30 pm at local8now.com and on WVLT’s Facebook page.

The PSMRG is composed of students in a political communication seminar led by Stuart N. Brotman, the School of Journalism and Electronic Media’s Howard Distinguished Endowed Professor of Media Management and Law and Beaman Professor of Communication and Information in the College of Communication and Information.

The students have been using the Adam Brown Social Media Command Center to monitor various social media platforms, including Twitter, Facebook, Google Plus, and Instagram, to spot trends and flashpoints—issues that spur the most social chatter—and also judge the sentiment of the chatter.

You can see the Political Social Media Research Group’s analysis by following the group on:

  • Twitter (@PSMRG_UTK)
  • Facebook (The Political Social Media Research Group)
  • Instagram (@psmrg_utk)
  • Medium (PSMRG)

The Adam Brown 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 firm Salesforce.

Brown’s gift is part of the College of Communication and Information’s $15 million Investing in the Journey to the Top 25 fundraising campaign. The public phase of the campaign kicks off Friday, November 11, as part of the college’s annual awards banquet.


Amy Blakely (865-974-5034 or 865-333-8128, ablakely@utk.edu)