Ģ����Ƶ

The rapid evolution of media and technology has generated vast, valuable data. When harnessed and visualized, that data holds the power to address organizational challenges, enhance community service, fortify brand relationships and even improve disaster responses. Social media analytics spans diverse fields like health communication, politics, business, psychology, computer science and journalism.

Ģ����Ƶ University’s Social Media Analytics Research Team (SMART) Lab serves as an interdisciplinary hub dedicated to advancing research in the realm of social media analytics. Led by Director and Associate Professor Laeeq Khan, Ph.D., the SMART Lab's core objective is to foster cross-disciplinary research partnerships and offer requisite technological assistance to students, faculty and staff engaged in analytics research.

Khan has taken it upon himself to embody this objective through sharing his expertise in social media, data analytics, storytelling and artificial intelligence across academic, professional and international arenas. As a professor, Khan trains a diverse set of learners at all levels of experience, fostering innovation and critical inquiry. Through his work, he has established robust academia-industry ties and spearheaded research into the latest social media and analytics applications. His expertise has been solicited for projects funded by esteemed entities like the U.S. Agency for International Development, the and the .

Through engagements at global events—the data storytelling workshops at the University of Angers in France; Monash University, Indonesia's Data Democracy Hub; and the Association of Southeast Asian Nations (ASEAN) Coordinating Centre for Humanitarian Assistance on Disaster Management’s workshop on crisis response via social media—Khan has contributed to global discussions about the role of social media analytics in our society and through doing so, extended the SMART Lab’s influence beyond the U.S.

In May 2024, Khan was invited as a Visiting Scholar to the at the in France, where he led a series of dynamic, hands-on workshops focused on data storytelling. His visit not only demonstrated his expertise in social media analytics and digital communication but also highlighted Ģ����Ƶ University's growing global impact. Engaging with students and scholars from more than 17 countries, Khan shared critical insights at the intersection of data storytelling, analytics and visualization—empowering the next generation of change-makers. 

As part of his visit, he also represented Ģ����Ƶ University at the University of Angers’ Study Abroad Fair, laying the foundation for future international academic collaborations and cross-cultural learning experiences. His work exemplifies how faculty-led global initiatives can elevate digital literacy, advance democratic values and extend the University’s mission through meaningful global engagement.

Image

The  at  focused on the topic of how democratic principles can guide algorithm design to foster trust, inclusivity and meaningful engagement. As the keynote speaker of the event, Khan emphasized the importance of this topic and that MDDRH provided him with an opportunity to engage with a diverse and dynamic audience of academics, policymakers, industry professionals and students about it.

“MDDRH is a groundbreaking interdisciplinary initiative that brings together expertise in data science, cybersecurity, social and political sciences, public policy and business,” said Khan. “As someone deeply invested in the intersection of social media, technology and audience engagement, this invitation was both humbling and inspiring. The event was organized by Ika Idris, Ph.D., co-director and associate professor of public policy and management, and her team at Monash. Idris is a proud alumna of Ģ����Ƶ University and an active member of the external research team of the SMART Lab.”

Khan’s keynote presentation focused on the urgent need to rethink the algorithms driving social media platforms. Throughout his presentation, Khan focused on the role of algorithms in public discourse, challenges of engagement-driven models, integrating democratic values in algorithm design and real-world examples of actionable strategies of rethinking algorithms. Khan also proposed a shift toward "democratic algorithms" that prioritize inclusivity, transparency and civic value over pure engagement metrics.

“Delivering this keynote was not only a professional highlight but also a deeply personal and fulfilling experience,” Khan emphasized. “This particular event allowed me to bring my expertise from Ģ����Ƶ University in the U.S. to a global stage, engaging with professionals and scholars who are at the forefront of addressing these challenges. I am profoundly grateful to the Monash Data and Democracy Research Hub for the gracious invitation and the opportunity to be part of their mission to advance digital democracy.”

Image

The in Batam City, Indonesia, is dedicated to strengthening crisis communication strategies in Southeast Asia. At this workshop, Khan co-led two training sessions focused on how social media analytics, AI-driven tools and digital engagement strategies can enhance crisis preparedness, response and recovery efforts.

The sessions Khan led included “Current Trends and Developments in Social Media,” where he guided discussions about the evolving social media landscape and how things like real-time communication tools and AI can be leveraged to enhance disaster responses, as well as “Creating Engaging Social Media Content during Crises,” a hands-on session based on practical strategies for crafting impactful content in an effort to raise awareness, mobilize resources or engage with diverse audiences.

“What I love most about these workshops is how they connect research with practice in such a meaningful way,” explained Khan. “My academic work on social media and crisis communication directly informed the training materials, allowing me to bridge the gap between theoretical insights and real-world application. It’s amazing to see how these tools and strategies can empower individuals on the ground to save lives and build resilience in their communities.”

The workshop was attended by 50 professionals from the 10 ASEAN member states: Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam.

“I am deeply grateful to the AHA Centre for inviting me to lead this training and to all the participants for their enthusiasm and engagement throughout the day,” said Khan. “The opportunity to bring my expertise all the way from Ģ����Ƶ University to Indonesia and to collaborate with staff working at the forefront of disaster management was both professionally and personally fulfilling.”

Image