Explore Cutting-Edge Social Media Analytics
The Adam Brown Social Media Command Center (ABSMCC) provides cutting-edge technology to explore and analyze social media’s reach, sentiment, and effects. ABSMCC uses the deep analytical power of Sprinklr technology which is the same leading technology used by Fortune 100 companies world-wide.
The ABSMCC was established with a generous gift from Adam Brown (‘94) and was supported in the early years by funding from Charlie Tombras (‘64), president and CEO of The Tombras Group. In 2023, ABSMCC became a CCI Innovation Lab.
Contact us at absmcc@utk.edu if you have questions, or use the form below if: you’re interested in using the ABSMCC for research; would like to use Sprinklr in your classroom or have it demonstrated to a class; or are interested in speaking with an ABSMCC team member about community outreach.
Using the Latest Tech to Understand Social Media
The Adam Brown Social Media Command Center (ABSMCC) is located in 460 Communication and Information Building in the Circle Park area of campus. The ABSMCC provides the College of Communication and Information faculty, staff and students free access to Sprinklr, the same leading technology that Fortune 100 companies worldwide use to publish, engage and analyze their social media marketing activities.
Supporting some of the world’s most trusted brands like Microsoft, Comcast, and Capital One, Sprinklr is the industry standard for social analytics and brand listening. Sprinklr uses powerful AI technology to scan digital sources (e.g. blogs, news, forums, reviews) for query, opening doors for deep insight and research opportunities. The platform has access to all mainstream social networking sites including: X (full access), Reddit (full access), YouTube, Instagram, Tumblr, Facebook, and Tik Tok. Additionally, there is access to other online platforms like forums, Disqus, RSS feeds, popular press news sources, Quora, web articles, WordPress, brand reviews, blogs/websites, and more.
Sprinklr’s search features allow the ABSMCC access to over 350 million online data sources. Sprinklr allows UT faculty, students, and staff with an exciting opportunity to examine both direct engagement with—and indirect conversations about—any brand, organization, topic, or event of interest. We can analyze these conversations to better understand key topics, what outside influences are inspiring those conversations, and what characteristics lead to higher levels of audience engagement.
Sprinklr conducts various analyses, including the volume of posts, sentiment analysis, emotion, topics of brand conversations, audience affinities, geographic analyses, and more. Historical search features and trends forecasting enables Sprinklr users to gain meaningful insight, and hands-on experience in the world of social media management, brand management, public relations, advertising, and so much more.
Below is a demonstration of how to utilize Sprinklr in the Adam Brown Social Media Command Center.
Hours of Operation
- Monday-Thursday 10 a.m. to 4 p.m.
- Friday 10 a.m. to 2 p.m.
Reserve the ABSMCC
ABSMCC is a CCI space and approval of reservations is done by the dean’s office. CCI students, faculty, and staff are given priority for use.
How to Reserve
ABSMCC uses 25Live, the campus-wide room scheduling system, for reserving rooms. 25Live requires NetID login and pages open in a new browser tab/window.
Request a reservation in ABSMCC
Questions or Media Inquiries?
Email our director at pittman@utk.edu
Our Story
The Adam Brown Social Media Command Center is powered by Sprinklr technology and operated through a fund established for the college by Adam Brown, an alumnus of the College of Communication and Information at the University of Tennessee, Knoxville. 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.
Additional funding for the Adam Brown Social Media Command Center is provided through the Tombras Social Media Analytics Fund, which was established by Charlie Tombras, president and CEO of The Tombras Group and a 1964 UT advertising graduate.
The Adam Brown Social Media Command Center is located in Room 460 of the Communication and Information Building.
Our Team
Associate Professor Matthew Pittman
Director, Adam Brown Social Media Command Center
Associate Professor, Tombras School of Advertising and Public Relations
Pittman has studied social media his entire career, publishing more than a dozen articles in advertising, communication, and marketing journals using various digital methods to analyze social media data.
His work has been published in the Journal of Consumer Psychology, Journal of Advertising, Journal of Interactive Marketing, Journal of Interactive Advertising, Journal of Business Ethics, International Journal of Advertising, Journal of Consumer Marketing, Computers in Human Behavior, and others which can all be found on Google Scholar.
Pittman is also a social media consultant with experience advising non-profits, retail, education, and medical groups. He is creative, curious, and most importantly committed to the functions of the ABSMCC in its purpose to serve students, staff, and faculty in the College of Communication and Information and beyond.
Mokhlisur “Numan” Rahman
Graduate Associate, Adam Brown Social Media Command Center
I am Mokhlisur Rahman (Numan). I am from Bangladesh. I am a second-year PhD student. I am enthusiastic about green advertising! My research interests focus on consumer behavior, social media advertising, online reviews, and artificial intelligence (A.I.) in advertising. I am an instructor of records for ADPR 365 Social Media Advertising and ADVT 310 Advertising Design classes in the Tombras School of Advertising and Public Relations at the University of Tennessee, Knoxville.
Lily Evans
Lily Evans is a junior majoring in advertising, with a minor in graphic design and business. She is passionate about fostering business growth and excels in collaborative ideation, leadership, and crafting effective advertising strategies. With her sights set on New York post-graduation, Lily is eager to further her career in advertising and social media strategy, where she aims to make a significant impact.
Madison Gulinello, B.S.
Maddison “Maddie” Gulinello is a sophomore pursuing her communication degree in advertising. She is originally from Long Island, NY, but now resides in Tennessee. She has always loved designing and fashion. She is also passionate about physical health, photography, and is an avid traveler.
Community Engagement & Visitors to ABSMCC
Scripps Social Media Summit
In May 2017, Dr. Courtney Childers, along with three CCI students were invited to share social media expertise at the Scripps Networks Social Media Retreat in Knoxville, TN. Dr. Childers’ presentation discussed the Adam Brown Social Media Command Center and how CCI is infusing Salesforce Social Studio into curriculum. The students participated in focus groups and share opinions on social media platform use and best practices.
Moxley-Carmichael
In April 2017, the team from Moxley-Carmichael visited the ABSMCC to see the new space and interact with Salesforce Social Studio. Alan Carmichael (BS/JEM ‘69) is the president of Moxley-Carmichael and current Board of Visitors members for the College of Communication and Information.
Social Media team from ESPN College GameDay
In September 2016, Katie Hughes (Associate Editor, Social Media, ESPN) and Nick Rago (Producer, ESPN) stopped by to visit the ABSMCC prior to the Florida vs. Tennessee football game. ESPN College GameDay selected the University of Tennessee as its location to broadcast from during the second weekend in September. From this visit, Dr. Childers and two students from the ADVT/PBRL Social Media course were selected to go back stage during the College GameDay broadcast. It was a unique experience and one the students will never forget.