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NORC at the University Chicago
Monitoring the influence of social media on society and well-being.

NORC's Social Data Collaboratory (SDC) brings together a diverse team of social science, data science, and communication experts. With decades of experience, cutting-edge technology, and a commitment to being responsible data custodians, the SDC offers unparalleled expertise in collecting, processing, and interpreting social media data. The SDC can access and analyze data from a wide range of platforms, including Facebook, Instagram, YouTube, TikTok, Reddit, and X (formerly Twitter), and we continuously add new platforms to our portfolio. We employ advanced computational methods, including natural language processing, machine learning, and AI capabilities, to provide unbiased research and actionable insights.

Our portfolio of work is agnostic to subject matter, and we are agile in our capability to collect and analyze social media data from varying platforms. We have conducted comprehensive analyses on social, health, and political topics. Our partners trust us to harness the potential of social media data for transformative research, informed decision-making, and insights into societal trends.

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Social Data Collaboratory Lead

Sherry Emery
Senior Fellow

Social Data Collaboratory Experts

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Discover Our Research

We promote a healthy society with insights into the viral nature of social media.

Straight-to-Streaming Movies Require New Ways to Monitor Tobacco Imagery

COVID-19’s 2020 debut shuttered theaters and pushed film producers to release movies straight to streaming services, forcing investigators to reconsider how they study on-screen tobacco imagery and its effects, according to a pivotal NORC report.

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how much is too much screen time?

Assessing the Effects of Cigar Promotion on Social Media

The first comprehensive study to examine the effects of social media promotion of cigars on tobacco and marijuana use

Funder:

National Cancer Institute

Assessing the Effects of Smokeless Tobacco Influencer Marketing in the Rapidly Changing Media Environment

The first comprehensive study to examine the effects of social media promotion of smokeless tobacco use among rural and urban populations

Funder:

National Cancer Institute and the Food and Drug Administration

Cannabis Prevention & Education Campaigns in Illinois

A study of the effectiveness of the Let’s Talk Cannabis and Unfaded campaigns

Client:

University of Illinois Chicago

Exploring the Menthol Ban Narrative on Social Media

Building a community engagement panel to study the impact of the FDA's menthol ban on Black/Latinx communities

Funder:

American Heart Association; Truth Initiative

How Right Now / Qué Hacer Ahora

A communication initiative to increase people’s resilience during the COVID-19 pandemic

Client:

Centers for Disease Control and Prevention and the National Foundation of the Centers for Disease Control and Prevention

Media Influence on Opioid Stigma & Policy Support

Analyzing how partisan media shapes views on opioid use disorder and influences policy

Funder:

National Institute of Drug Abuse

Menthol Cigarettes & Social Justice Views

Understanding the perceptions of those targeted by marketing of flavored tobacco

Client:

Robert Wood Johnson Foundation

Smoke-Free Screens Initiative

Updating surveillance of on-screen tobacco imagery after pandemic-driven changes in video viewing

Client:

Truth Initiative

Social Media’s Influence on Flavored Tobacco Use

Investigation of youth-targeted flavored tobacco promotion on social media to inform regulatory decisions

Client:

National Institute on Drug Abuse; Food & Drug Administration

Using Innovative Machine Learning to Detect Support and Opposition to E-Cigarette Use Prevention Messaging on Twitter and TikTok

First study to examine the content, sources, and patterns of diffusion of E-cigarette prevention campaigns

Client:

National Cancer Institute