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NORC at the University Chicago
NORC examines and evaluates how social media platforms influence public opinion, health behaviors, and social relationships.

Social media research studies the content circulating on platforms like Facebook, Instagram, TikTok, X, and YouTube, as well as the effects of that content on individuals and society. As policymakers, health organizations, and technology companies grapple with questions about platform governance, youth well-being, and the spread of inaccurate information online, research provides the evidence base for informed decision-making.

NORC conducts social media research across multiple dimensions. Our Social Data Collaboratory processes millions of social media posts using advanced natural language processing and machine learning, and pioneered a data donation approach that allows users to share their own social media data with researchers. Our survey teams leverage AmeriSpeak® to capture how Americans of all ages experience digital life.

This expertise extends globally. Through our International Programs department, NORC is currently conducting groundbreaking research on Australia's first-in-the-world under-16 social media ban, generating evidence that will inform digital governance decisions worldwide.

Our Work

NORC brings together survey methodology, data science, and behavioral research to study social media’s influence across a range of topics.

Australia Social Media Ban Family Survey

Groundbreaking research on the impact of the world’s first under-16 social media ban

Client:

The Kids Research Institute Australia

Young People, Social Media & Mental Health

Exploring the relationship between social media and mental health among young people

Client:

Hopelab and Common Sense Media

Mapping Public Discourse Through Social Media Data

Mapping how social media content shapes American public opinion through data science analysis

Funder:

National Science Foundation

National Social Media Literacy Survey

Groundbreaking national survey of teen experiences of social media literacy education

Client:

foundry10

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

Partnering with Social Media Influencers as Messengers to Reduce Vaccine Hesitancy

Engaging social media influencers to help understand HPV vaccine hesitancy in African American or Black, Hispanic/Latino, and American Indian/Alaska Native communities

Client:

Merck
More Social Media Research Projects

Areas of Focus

Youth & Family Digital Experiences

We study how children, teens, and parents navigate social media, including platform use patterns, exposure to online harms, and the effects of age-based restrictions.

Health Behaviors & Communication

We examine how social media influences health decisions, and design digital outreach strategies that reach diverse communities with trusted health information.

Public Discourse & Opinion

We track how online conversations, organized advocacy, and viral content shape public sentiment and policy outcomes on issues from elections to public health.

Platform Governance & Policy Impacts

We evaluate how social media regulations, bans, and platform changes affect users and society, using rigorous causal inference methods.

Tobacco & Consumer Products Marketing

We investigate how brands promote tobacco, cannabis, and other products on social media—research that directly informs FDA and public health decisions.

Social Media Literacy

We assess how young people learn to critically evaluate online content and what educational approaches work best.

Research Approaches

Standardized Survey Modules

Harmonized measures covering youth social media use, exposure to online harms, parental mediation, and policy attitudes—ideal for baselines, pre/post analyses, and cross-country comparability.

Probability-Based Data Collection

High-quality, nationally representative data using rigorous approaches such as RDD-to-CAWI and mixed-mode designs, with rapid fieldwork, strong coverage, and reliable measurement for tracking behavioral changes following policy shifts.

Causal Inference Support

Methodological guidance and analytic strategies for estimating policy impacts in non-experimental settings, enabling robust findings under real-world constraints.

Small Area Estimation

Reliable local or subnational estimates even when sample sizes are small, revealing regional and demographic differences in how social media policies are experienced—without costly large samples in every area.

Interactive Dashboards

Visualization tools displaying key indicators, regional differences, and pre/post outcome trends to support communication with policymakers and stakeholders.

Data Donation

End-to-end support helping researchers retrieve user-donated data, link it to survey responses, and analyze it responsibly under strict privacy-protective protocols.

Our Experts

Social Data Collaboratory

Related NORC Solution

With decades of experience, cutting-edge technology, and a commitment to being responsible data custodians, NORC's Social Data Collaboratory offers unparalleled expertise in collecting, processing, and interpreting social media data.

Social Data Collaboratory