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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

Social Data Collaboratory Experts

Discover Our Research

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

Menthol Cigarettes and Social Justice Views

Understanding the perceptions of those targeted by marketing of flavored tobacco


Robert Wood Johnson Foundation

Smoke-Free Screens Initiative

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


Truth Initiative

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


National Cancer Institute