Social Data Collaboratory @ NORC
@sdc.norc.org
NORC’s Social Data Collaboratory (SDC) brings together a diverse team of experts, including social scientists, data scientists, and communication researchers to explore how digital and social media shape and reflect public opinions and behavior.
Pinned
Make sure to follow NORC’s @sdc.norc.org (which has also joined us on BlueSky!) for cutting-edge research on the intersection of social media, human behavior, and digital communication. go.norc.org/3ZahWwJ
Social Data Collaboratory | NORC at the University of Chicago
We navigate the complex social data landscape to derive actionable insights for personal and societal well-being.
go.norc.org
Proud to be part of @norc.org and connect with fellow researchers advancing the science of digital behavior!
SDC is going to SRNT 2026 in Baltimore this March!
Three of our abstracts have been accepted, covering performance-enhancing marketing of nicotine, the structural weakness of social media tobacco prevention campaigns, and national marketing of synthetic nicotine products. See you there!
Three of our abstracts have been accepted, covering performance-enhancing marketing of nicotine, the structural weakness of social media tobacco prevention campaigns, and national marketing of synthetic nicotine products. See you there!
February 12, 2026 at 5:52 PM
SDC is going to SRNT 2026 in Baltimore this March!
Three of our abstracts have been accepted, covering performance-enhancing marketing of nicotine, the structural weakness of social media tobacco prevention campaigns, and national marketing of synthetic nicotine products. See you there!
Three of our abstracts have been accepted, covering performance-enhancing marketing of nicotine, the structural weakness of social media tobacco prevention campaigns, and national marketing of synthetic nicotine products. See you there!
🚨 New research alert! 🚨
Our new paper out in AJPM this week finds that online e-cigarette prevention campaigns are systematiclaly drowned out by widespread opposition driven by a small number of highly active users, undermining their effectiveness.
Learn more! doi.org/10.1016/j.am...
Our new paper out in AJPM this week finds that online e-cigarette prevention campaigns are systematiclaly drowned out by widespread opposition driven by a small number of highly active users, undermining their effectiveness.
Learn more! doi.org/10.1016/j.am...
Redirecting
doi.org
February 4, 2026 at 5:05 PM
🚨 New research alert! 🚨
Our new paper out in AJPM this week finds that online e-cigarette prevention campaigns are systematiclaly drowned out by widespread opposition driven by a small number of highly active users, undermining their effectiveness.
Learn more! doi.org/10.1016/j.am...
Our new paper out in AJPM this week finds that online e-cigarette prevention campaigns are systematiclaly drowned out by widespread opposition driven by a small number of highly active users, undermining their effectiveness.
Learn more! doi.org/10.1016/j.am...
🚨 New research alert! 🚨
New SDC research confirms a fragmented info landscape surrounding the opioid crisis: Republicans learn about the crisis more on social media and Democrats in print, the highly educated in web searches and others on TV.
Learn more! pubmed.ncbi.nlm.nih.gov/41231088/
New SDC research confirms a fragmented info landscape surrounding the opioid crisis: Republicans learn about the crisis more on social media and Democrats in print, the highly educated in web searches and others on TV.
Learn more! pubmed.ncbi.nlm.nih.gov/41231088/
Social Position and Opioid Crisis Information: Patterns of Active Seeking and Passive Exposure Among US Adults - PubMed
Research suggests associations between public understanding and support for evidence-based responses to the ongoing opioid crisis, yet communication inequality theory indicates that social position may systematically influence access to health information. This study examines demographic correlates …
pubmed.ncbi.nlm.nih.gov
January 28, 2026 at 6:19 PM
🚨 New research alert! 🚨
New SDC research confirms a fragmented info landscape surrounding the opioid crisis: Republicans learn about the crisis more on social media and Democrats in print, the highly educated in web searches and others on TV.
Learn more! pubmed.ncbi.nlm.nih.gov/41231088/
New SDC research confirms a fragmented info landscape surrounding the opioid crisis: Republicans learn about the crisis more on social media and Democrats in print, the highly educated in web searches and others on TV.
Learn more! pubmed.ncbi.nlm.nih.gov/41231088/
SDC's Alex Kresovich joined an invite-only @arnoldventures.bsky.social event last week to tackle the U.S. fentanyl crisis. He shared insights from his research on media's role in substance use to help forge solutions.
#PublicHealth #DataForGood
#PublicHealth #DataForGood
September 24, 2025 at 4:54 PM
SDC's Alex Kresovich joined an invite-only @arnoldventures.bsky.social event last week to tackle the U.S. fentanyl crisis. He shared insights from his research on media's role in substance use to help forge solutions.
#PublicHealth #DataForGood
#PublicHealth #DataForGood
Great to be at #NCTOH2025 in Chicago recently! Our researchers Miao Feng & Yoonsang Kim presented new work from our team at the Social Data Collaboratory at NORC (co-authored by Sherry Emery) on social media's role in tobacco control. 🧵
September 17, 2025 at 3:43 PM
Great to be at #NCTOH2025 in Chicago recently! Our researchers Miao Feng & Yoonsang Kim presented new work from our team at the Social Data Collaboratory at NORC (co-authored by Sherry Emery) on social media's role in tobacco control. 🧵
We're launching a NIDA-funded study on the marketing of alternative tobacco products (ATPs)—like vapes, hookah, and heated tobacco—on social media and the impacts on use among youth. Exploring Instagram, TikTok & more. Stay tuned for more information! #tobaccocontrol #publichealth
August 20, 2025 at 2:53 PM
We're launching a NIDA-funded study on the marketing of alternative tobacco products (ATPs)—like vapes, hookah, and heated tobacco—on social media and the impacts on use among youth. Exploring Instagram, TikTok & more. Stay tuned for more information! #tobaccocontrol #publichealth
Why do many anti-stigma campaigns for opioid use disorder struggle to connect? Our qualitative study in Health Communication provides a critical answer. This work is part of @norc.org's NIDA-funded Justice Community Opioid Innovation Network, led by Alex Kresovich. #HealthCommunication #Stigma
August 13, 2025 at 2:58 PM
Why do many anti-stigma campaigns for opioid use disorder struggle to connect? Our qualitative study in Health Communication provides a critical answer. This work is part of @norc.org's NIDA-funded Justice Community Opioid Innovation Network, led by Alex Kresovich. #HealthCommunication #Stigma
New study in Preventive Medicine on firearm violence victimization among youth/young adults led by @norc.org's Bruce Taylor with collaborators E. Mumford, W. Liu, J. Sheridan-Johnson, C. Lancaster, SDC’s C. Carter & K. Mitchell (UofNH). www.sciencedirect.com/science/arti...
#ViolencePrevention
#ViolencePrevention
Firearm violence victimization among youth and young adults: A socio-ecological analysis of risk and protective factors
To examine individual, interpersonal, community/societal, and policy-level risk and protective factors associated with firearm violence victimization …
www.sciencedirect.com
August 6, 2025 at 4:30 PM
New study in Preventive Medicine on firearm violence victimization among youth/young adults led by @norc.org's Bruce Taylor with collaborators E. Mumford, W. Liu, J. Sheridan-Johnson, C. Lancaster, SDC’s C. Carter & K. Mitchell (UofNH). www.sciencedirect.com/science/arti...
#ViolencePrevention
#ViolencePrevention
Time for a real-world data puzzle. 🧩
This brand's online sentiment took a nosedive, as you can see in the chart. What was the primary cause of the chaos?
HINT: Zooming in on the search terms is very helpful. 😉
#DataPuzzle #DataViz #SocialListening #DataAnalytics
This brand's online sentiment took a nosedive, as you can see in the chart. What was the primary cause of the chaos?
HINT: Zooming in on the search terms is very helpful. 😉
#DataPuzzle #DataViz #SocialListening #DataAnalytics
July 30, 2025 at 3:09 PM
Time for a real-world data puzzle. 🧩
This brand's online sentiment took a nosedive, as you can see in the chart. What was the primary cause of the chaos?
HINT: Zooming in on the search terms is very helpful. 😉
#DataPuzzle #DataViz #SocialListening #DataAnalytics
This brand's online sentiment took a nosedive, as you can see in the chart. What was the primary cause of the chaos?
HINT: Zooming in on the search terms is very helpful. 😉
#DataPuzzle #DataViz #SocialListening #DataAnalytics
How do you build an active science-learning community on Twitch? We partnered with NOVA PBS as part of a larger Slover Linett at @norc.org study to analyze their "Building Stuff" channel and find the secrets to engagement.
The answers aren't what you might think. 🧵
#SciComm #STEM #Twitch
The answers aren't what you might think. 🧵
#SciComm #STEM #Twitch
July 23, 2025 at 3:51 PM
Our "digital diets" are shaped by ad targeting, and new @norc.org research found Black & Hispanic users see more food & beverage ads online - but it depends on which app they're using.
Presenting our findings at #NCHCMM2025. 🧵 (1/4)
Presenting our findings at #NCHCMM2025. 🧵 (1/4)
July 16, 2025 at 6:30 PM
Our "digital diets" are shaped by ad targeting, and new @norc.org research found Black & Hispanic users see more food & beverage ads online - but it depends on which app they're using.
Presenting our findings at #NCHCMM2025. 🧵 (1/4)
Presenting our findings at #NCHCMM2025. 🧵 (1/4)
How do health campaigns cut through online misinformation?
Meet @fengmiao.bsky.social, a senior research scientist at our Social Data Collaboratory and an expert in finding that answer.
We sat down with Miao for a Q&A. Read on in the thread! 👇
#MeetTheSDC #DataScience #PublicHealth #SciComm
Meet @fengmiao.bsky.social, a senior research scientist at our Social Data Collaboratory and an expert in finding that answer.
We sat down with Miao for a Q&A. Read on in the thread! 👇
#MeetTheSDC #DataScience #PublicHealth #SciComm
July 9, 2025 at 3:15 PM
How do health campaigns cut through online misinformation?
Meet @fengmiao.bsky.social, a senior research scientist at our Social Data Collaboratory and an expert in finding that answer.
We sat down with Miao for a Q&A. Read on in the thread! 👇
#MeetTheSDC #DataScience #PublicHealth #SciComm
Meet @fengmiao.bsky.social, a senior research scientist at our Social Data Collaboratory and an expert in finding that answer.
We sat down with Miao for a Q&A. Read on in the thread! 👇
#MeetTheSDC #DataScience #PublicHealth #SciComm
#Fireworks or #hotdogs for the 4th? 🎆🌭
Our social data shows fireworks dominate the chatter, but the sentiment is surprisingly negative (think pet safety!). Hot dog talk, however, leans positive.
A fun peek at how SDC at @norc.org analyzes public opinion.
Wishing you a safe and happy 4th!
Our social data shows fireworks dominate the chatter, but the sentiment is surprisingly negative (think pet safety!). Hot dog talk, however, leans positive.
A fun peek at how SDC at @norc.org analyzes public opinion.
Wishing you a safe and happy 4th!
July 2, 2025 at 3:14 PM
#Fireworks or #hotdogs for the 4th? 🎆🌭
Our social data shows fireworks dominate the chatter, but the sentiment is surprisingly negative (think pet safety!). Hot dog talk, however, leans positive.
A fun peek at how SDC at @norc.org analyzes public opinion.
Wishing you a safe and happy 4th!
Our social data shows fireworks dominate the chatter, but the sentiment is surprisingly negative (think pet safety!). Hot dog talk, however, leans positive.
A fun peek at how SDC at @norc.org analyzes public opinion.
Wishing you a safe and happy 4th!
A current SDC project studies hidden patterns of support and opposition to tobacco prevention messaging online. Using sophisticated machine learning, we have analyzed thousands of posts for coordination in opposition, misinformation, and marketing.
Check out more: tinyurl.com/3jzzevrx
Check out more: tinyurl.com/3jzzevrx
Using Innovative Machine Learning to Detect Support and Opposition to E-Cigarette Use Prevention Messaging on Twitter and TikTok | NORC at the University of Chicago
First study to examine the content, sources, and patterns of diffusion of E-cigarette prevention campaigns
tinyurl.com
June 25, 2025 at 1:00 PM
A current SDC project studies hidden patterns of support and opposition to tobacco prevention messaging online. Using sophisticated machine learning, we have analyzed thousands of posts for coordination in opposition, misinformation, and marketing.
Check out more: tinyurl.com/3jzzevrx
Check out more: tinyurl.com/3jzzevrx
SDC was at #ICA2025! Our presentation explores how platform-specific dynamics shape resistance to anti-vaping campaigns, with Twitter enabling coordinated and discoursive resistance while TikTok favors decentralized, affective parody.
Check out the presentation on LinkedIn: tinyurl.com/3zvmam6c
Check out the presentation on LinkedIn: tinyurl.com/3zvmam6c
June 19, 2025 at 4:01 PM
SDC was at #ICA2025! Our presentation explores how platform-specific dynamics shape resistance to anti-vaping campaigns, with Twitter enabling coordinated and discoursive resistance while TikTok favors decentralized, affective parody.
Check out the presentation on LinkedIn: tinyurl.com/3zvmam6c
Check out the presentation on LinkedIn: tinyurl.com/3zvmam6c
We recently worked with Truth Initiative to explore the spread of medical disinfo on Twitter. The results: 23% of top retweeted URLs covered the claim that tobacco use mitigates COVID, with vape advocates often acting as “gatewatchers” spreading false claims.
View more: tinyurl.com/2e7xvwpm
View more: tinyurl.com/2e7xvwpm
The Influence of Provaping “Gatewatchers” on the Dissemination of COVID-19 Misinformation on Twitter: Analysis of Twitter Discourse Regarding Nicotine and the COVID-19 Pandemic
Background: There is a lot of misinformation about a potential protective role of nicotine against COVID-19 spread on Twitter despite significant evidence to the contrary. We need to examine the role ...
www.jmir.org
June 11, 2025 at 4:00 PM
We recently worked with Truth Initiative to explore the spread of medical disinfo on Twitter. The results: 23% of top retweeted URLs covered the claim that tobacco use mitigates COVID, with vape advocates often acting as “gatewatchers” spreading false claims.
View more: tinyurl.com/2e7xvwpm
View more: tinyurl.com/2e7xvwpm
As more U.S. states legalize cannabis, two of our SDC team members recently teamed up with the Truth Foundation to study how cannabis and tobacco use are connected. They found a strong link between youth cannabis use and later nicotine initiation.
Learn more: pmc.ncbi.nlm.nih.gov/articles/PMC...
Learn more: pmc.ncbi.nlm.nih.gov/articles/PMC...
Youth and Young Adult Blunt Use Predicts Progression to Other Nicotine Product Use in the United States
Little cigars or cigarillos (LCCs) are frequently modified to smoke cannabis (“blunts”) by youth and young adults. This study investigated whether young blunt users who are otherwise nicotine-naïve ar...
pmc.ncbi.nlm.nih.gov
June 5, 2025 at 1:00 PM
As more U.S. states legalize cannabis, two of our SDC team members recently teamed up with the Truth Foundation to study how cannabis and tobacco use are connected. They found a strong link between youth cannabis use and later nicotine initiation.
Learn more: pmc.ncbi.nlm.nih.gov/articles/PMC...
Learn more: pmc.ncbi.nlm.nih.gov/articles/PMC...
🚭 At #WAPOR2025, Simon Page shared SDC research on how youth e-cigarette campaigns face social media backlash. 99% opposition on X, 15% on TikTok—yet evidence-based posts had 92% more reach.
#EciagrettePrevention #YouthHealth #DigitalPublicHealth
#EciagrettePrevention #YouthHealth #DigitalPublicHealth
May 16, 2025 at 7:50 PM
🚭 At #WAPOR2025, Simon Page shared SDC research on how youth e-cigarette campaigns face social media backlash. 99% opposition on X, 15% on TikTok—yet evidence-based posts had 92% more reach.
#EciagrettePrevention #YouthHealth #DigitalPublicHealth
#EciagrettePrevention #YouthHealth #DigitalPublicHealth
🎬 At #WAPOR2025, Nada Adibah shared new findings from NORC + Truth Initiative: tobacco in films still influences youth—especially via streaming. 35% of top 2022 films had tobacco; exposure linked to use and intent.
#TobaccoControl #YouthHealth #PublicHealth #StreamingMedia
#TobaccoControl #YouthHealth #PublicHealth #StreamingMedia
May 16, 2025 at 7:45 PM
🎬 At #WAPOR2025, Nada Adibah shared new findings from NORC + Truth Initiative: tobacco in films still influences youth—especially via streaming. 35% of top 2022 films had tobacco; exposure linked to use and intent.
#TobaccoControl #YouthHealth #PublicHealth #StreamingMedia
#TobaccoControl #YouthHealth #PublicHealth #StreamingMedia
Reposted by Social Data Collaboratory @ NORC
Of course, there is a ton more @norc.org work being presented including from @sdc.norc.org and @apnorc.bsky.social.
Check out the full NORC roster ⬇️. We'll see you there!
www.norc.org/events/2025-...
Check out the full NORC roster ⬇️. We'll see you there!
www.norc.org/events/2025-...
80th Annual AAPOR Conference | NORC at the University of Chicago
The American Association for Public Opinion Research (AAPOR) holds its 80th Annual Conference on May 14-16, 2025, in St. Louis, Missouri.
www.norc.org
May 13, 2025 at 4:30 PM
Of course, there is a ton more @norc.org work being presented including from @sdc.norc.org and @apnorc.bsky.social.
Check out the full NORC roster ⬇️. We'll see you there!
www.norc.org/events/2025-...
Check out the full NORC roster ⬇️. We'll see you there!
www.norc.org/events/2025-...
SDC is headed to #WAPOR2025!
Nada Adibah shares how tobacco in films (theater + streaming) affects youth use. Simon Page presents on e-cigarette prevention campaigns on social media.
Going to WAPOR? Say hi or DM us!
#TobaccoControl #YouthHealth #SocialData #WAPOR #MediaEffects #PublicHealth
Nada Adibah shares how tobacco in films (theater + streaming) affects youth use. Simon Page presents on e-cigarette prevention campaigns on social media.
Going to WAPOR? Say hi or DM us!
#TobaccoControl #YouthHealth #SocialData #WAPOR #MediaEffects #PublicHealth
May 9, 2025 at 2:40 PM
SDC is headed to #WAPOR2025!
Nada Adibah shares how tobacco in films (theater + streaming) affects youth use. Simon Page presents on e-cigarette prevention campaigns on social media.
Going to WAPOR? Say hi or DM us!
#TobaccoControl #YouthHealth #SocialData #WAPOR #MediaEffects #PublicHealth
Nada Adibah shares how tobacco in films (theater + streaming) affects youth use. Simon Page presents on e-cigarette prevention campaigns on social media.
Going to WAPOR? Say hi or DM us!
#TobaccoControl #YouthHealth #SocialData #WAPOR #MediaEffects #PublicHealth
Reposted by Social Data Collaboratory @ NORC
Interesting 🧵about new NORC research on the challenges public health campaigns face on social media.
🚨 New from our team at NORC’s Social Data Collaboratory:
“Tweeted, Trolled, Twisted” just published in Journal of Health Communication.
We analyzed 620K tweets tied to 14 youth e-cigarette prevention campaigns.
43% of posts? Opposition.
“Tweeted, Trolled, Twisted” just published in Journal of Health Communication.
We analyzed 620K tweets tied to 14 youth e-cigarette prevention campaigns.
43% of posts? Opposition.
April 18, 2025 at 7:40 PM
Interesting 🧵about new NORC research on the challenges public health campaigns face on social media.
🚨 New from our team at NORC’s Social Data Collaboratory:
“Tweeted, Trolled, Twisted” just published in Journal of Health Communication.
We analyzed 620K tweets tied to 14 youth e-cigarette prevention campaigns.
43% of posts? Opposition.
“Tweeted, Trolled, Twisted” just published in Journal of Health Communication.
We analyzed 620K tweets tied to 14 youth e-cigarette prevention campaigns.
43% of posts? Opposition.
April 17, 2025 at 8:18 PM
🚨 New from our team at NORC’s Social Data Collaboratory:
“Tweeted, Trolled, Twisted” just published in Journal of Health Communication.
We analyzed 620K tweets tied to 14 youth e-cigarette prevention campaigns.
43% of posts? Opposition.
“Tweeted, Trolled, Twisted” just published in Journal of Health Communication.
We analyzed 620K tweets tied to 14 youth e-cigarette prevention campaigns.
43% of posts? Opposition.
Reposted by Social Data Collaboratory @ NORC
New in 𝗧𝗼𝗯𝗮𝗰𝗰𝗼 𝗖𝗼𝗻𝘁𝗿𝗼𝗹 w/my @sdc.norc.org colleagues @kostygina.bsky.social, Chandler Carter, @andarist.bsky.social, and @sherryemery.bsky.social: on political appeals in nicotine pouch ads.
(Which, as "Torches of Freedom", reminds us, is not new).
PDF version:
soubhikbarari.com/writings/tuc...
(Which, as "Torches of Freedom", reminds us, is not new).
PDF version:
soubhikbarari.com/writings/tuc...
March 31, 2025 at 1:59 PM
New in 𝗧𝗼𝗯𝗮𝗰𝗰𝗼 𝗖𝗼𝗻𝘁𝗿𝗼𝗹 w/my @sdc.norc.org colleagues @kostygina.bsky.social, Chandler Carter, @andarist.bsky.social, and @sherryemery.bsky.social: on political appeals in nicotine pouch ads.
(Which, as "Torches of Freedom", reminds us, is not new).
PDF version:
soubhikbarari.com/writings/tuc...
(Which, as "Torches of Freedom", reminds us, is not new).
PDF version:
soubhikbarari.com/writings/tuc...
🎉 @norc.org's SDC team recognized among top 10 social media marketing researchers!
Dr. @sherryemery.bsky.social (3rd), Dr. Kim (8th), and Dr. @kostygina.bsky.social (9th) honored for their substantial contributions to the field. #ResearchExcellence
Full analysis: link.springer.com/article/10.1...
Dr. @sherryemery.bsky.social (3rd), Dr. Kim (8th), and Dr. @kostygina.bsky.social (9th) honored for their substantial contributions to the field. #ResearchExcellence
Full analysis: link.springer.com/article/10.1...
March 26, 2025 at 5:44 PM
🎉 @norc.org's SDC team recognized among top 10 social media marketing researchers!
Dr. @sherryemery.bsky.social (3rd), Dr. Kim (8th), and Dr. @kostygina.bsky.social (9th) honored for their substantial contributions to the field. #ResearchExcellence
Full analysis: link.springer.com/article/10.1...
Dr. @sherryemery.bsky.social (3rd), Dr. Kim (8th), and Dr. @kostygina.bsky.social (9th) honored for their substantial contributions to the field. #ResearchExcellence
Full analysis: link.springer.com/article/10.1...