The Social Media Listening Center recently named Stephen Croucher, Ph.D., as its new director, ahead of the fourth annual Social Media Week conference.
The University’s communication department founded the SMLC in 2012 as an interdisciplinary lab to engage students with faculty with the most current digital and social technologies.
As of Aug. 2022, the center has been housed on the fifth floor of Cooper Library, an expansion that has greatly increased the possibilities for hands-on learning.
The SMLC has a partnership with Sprinklr, a world-renowned social analytics and listening platform, according to its webpage.
Access to Sprinklr and other tools for data harvesting makes the SMLC a well-resourced laboratory of its kind.
Croucher, the director, boasts years of experience in the field of communication. He holds a bachelor’s degree in journalism, as well as both a master’s degree and a Ph.D. in communication.
He has authored and co-authored nearly 150 peer-reviewed articles, alongside 15 books. Croucher has also taught both domestically and internationally, in the United States, Europe and New Zealand. At Clemson, he teaches communication theory.
His research focuses on organizational communication, with an emphasis on statistical methods, which has translated well into his work at the SMLC.
Outside of Clemson, Croucher is a fellow of the International Communication Association and the president of the World Communication Association, according to Clemson News.
Croucher emphasized the interdisciplinary nature of the SMLC in an interview with The Tiger.
“From a research point of view, the SMLC adds depth to our understanding of analytics, social media, communication and AI. We can also work with colleagues from almost any discipline to enhance their research,” Croucher said.
The SMLC stands out as one of the few centers in the country dedicated to listening, measuring and engaging in online conversations, according to Croucher.
Clemson University holds communication skills in high regard, including the subject as one of the general education student learning outcomes, according to the Office of the Registrar.
The SMLC seeks to continue providing communications resources to the University population and beyond under the sustaining leadership of Croucher.
From Feb. 23-23, 2026, the SMLC will host its annual Social Media Week.
The conference, which is open to the public, brings together industry professionals, students and faculty to learn about and discuss relevant issues, blending together social media, data analytics and artificial intelligence, according to Clemson News.
Students are specifically invited to hear from guest speakers, panelists and moderators from various national brands and organizations, including ESPN, Google, Canva, Live Nation and Barstool Sports.
