Increasing civic engagement by empowering citizens in the effective and responsible use of social media.


 Research Infrastructure

We have created a unique social media panel to study digital participation via social media. Our panel allows us to survey a nationally representative sample of social media users and the content they produce. The LSU Twitter Capture Analysis Tool (TCAT) allows us access to the Twitter “firehose” for live event tracking. When combined with our syndicated research services, these tools enable us to know wh o produces what in social media, a research tool that is unparalleled in the world.

Syndicated Research Services

The SMAC Lab houses a listening center powered by Sprinklr, a machine learning program that allows us to instantly track, analyze and research participation , conversation, sentiment and emotion in social media. In addition, we offer a revolving suite of other social media monitoring and analytics software as they become available. 


Since we are training the next generation of mass communicators, we designed the SMAC Lab not only as a listening and analysis center, but also as a collaborative and instructional facility where we teach students how to move beyond listening to responding and proactively creating compelling social media content. Therefore, we teach both the analytic and creative sides of social media in our three undergraduate courses. Through our graduate course in emerging media, we train our students in the theory and hands-on skills involved in computational social science, both equally important in researching our evolving media landscape. We are currently designing interdisciplinary social media certificates at the undergraduate and graduate levels.


We designed the SMAC space to be easily converted into a social media command center. Furthermore, we constructed the space to be used for social media workshops offered to LSU faculty and professionals. Lastly, the SMAC Lab serves as the social media center of the Manship School, providing social media graphics and visualizations of what is happening both within Manship and around the world in social media. We provide these visualizations through social media and screens around campus.