Tracking Conversations in Social Media Campaigns

Jenna2160x1080Please join us ​on ​Friday, March 18, 2016 at 3 pm at the Ryerson Social Media Lab for a talk by Jenna Jacobson, PhD Candidate at the University of Toronto in the Faculty of Information.
This event is FREE but seating is limited, please custombutton If you are not able to join us in person, you can also join us virtually  via @SMLabTO on the day of the talk.


Event: Social Media Lab Speaker Series
Date: Friday, March 18, 2016
Time: 3:00-4:00 pm
Location: 10 Dundas Street East, Toronto 10th Floor, Suite 1002
Ryerson Social Media Lab at the Ted Rogers School of Management

Tracking Conversations in Social Media Campaigns


This research analyzes how people are utilizing Twitter as part of a social movement – using Movember as a case study. Movember is an annual “month-long celebration of the moustache” where men grow a moustache and raise money in the largest philanthropic endeavour for men’s health. While Movember has been successful in gaining traction on social media, the Twitter data points to surprising conclusions that have implications for understanding non-profits and social movements online.

The research illustrates how social media can be utilized to trace the conversations of a digitally mediated social movement using conversational data.


Jenna Jacobson (@jacobsonjenna) is a PhD Candidate at the University of Toronto in the Faculty of Information. As a long time collaborator with the Social Media Lab, Jenna works as the Project Manager for the Social Media Data Stewardship project. She is also a Conference Chair for the Social Media and Society International Conference and is currently co-editing two special issues for Information, Communication & Society, and Big Data & Society.

Forthcoming Publication:

Jacobson, J. & Mascaro, C. (in press). Movember: Twitter conversations in a hairy social movement. Social Media + Society.

About the Social Media Lab Speaker Series:

The Social Media Lab Speaker Series bring together scholars, researchers and practitioners to exchange ideas and debate key issues associated with social media and new media research. Held throughout the year, the Ryerson Social Media Lab Speaker Series is open to the public. It’s an opportunity to meet, network, hear and ask questions from fellow researchers and practitioners. Traditionally we invite leading and emerging researchers in the field to discuss theoretical and methodological topics that are of interest to the broader research community. We usually feature 8-10 talks per semester. The talks are typically about forty minutes long followed by twenty minutes of Q&A. For those who cannot join us in person, the lecture are broadcast live over Periscope and posted on YouTube after the event.  We hope you can join us! Space is limited, please RSVP.


We are located at 10 Dundas St East, Toronto, Canada. When you enter 10 Dundas, look for the elevator bank (marked as Office Tower) next to the Starbucks Coffee on the 1st floor. Take the elevator to the 10th floor, our office suite #1002 will be on the right.