Researcher | Traveler | Theme Park Lifestyler
Current Role
Ph.D. Candidate : Clemson Department of Parks, Recreation and Tourism Management
Associate Director : Clemson University Social Media Listening Center
Lecturer : Clemson Department of Communication
Skills
Social Media Listening ▪ Tableau ▪ R ▪ SPSS ▪ Focus Groups ▪ ArcGIS Spatial ▪ Quantitative Analysis ▪ Qualitative Analysis ▪Project Management ▪ Team Development ▪ Tourism Management ▪ Risk Mitigation ▪ Budget Management ▪ Digital Marketing ▪ Interview Facilitation ▪ Verbal/Written Communication ▪ Customer Centricity ▪ Microsoft Office ▪ Qualtrics ▪ Technical Writing ▪ Pedagogical Skills ▪ Social Media Strategy ▪ Data Visualization ▪ Leadership ▪ Text-Mining ▪ Predictive Analysis ▪ Trend Analysis
Memberships
IAAPA (The Global Association for the Attractions Industry
Southern States Communication Association
Central States Communication Association
Society for Marketing Advances
National Communication Association
International Brotherhood of Magicians
Conference Presentations
That Church Summit 2018
Research Topic: Integrating a Facebook Pixel Ad Strategy
SC BAR Convention 2019
Topic: Social Media Impact on Culture
Southern States Communication Association 2019
Research Topic: Online Communities as Therapy
That Church Summit 2019
Research Topic: Social Media Gratifications of College Students
Central States Communication Association 2021
TOP PAPER PANEL
Research Topic: “The Importance of the Message: A Social Media Analysis of the Language Used by Walt Disney World and Universal Studios Orlando during the COVID-19 Pandemic” Emma Katherine Grech, Clemson University; Sara Gates May, Clemson University (Advisor: Will Henderson)
Research Topic: ‘There is No Such Thing as Bad Publicity’ Or is There? Analyzing Elections in the Social Media Age” Noah Francis Britt, Clemson University (Advisor: Will Henderson)
National Communication Association 2021
Research Topic: Divisive Social Movement on Social Media: Examining #ADOS
Society for Marketing Advances Annual Conference 2021
Research Topic: A Typology of #DisTwitter Community
IAAPA - Themed Experience & Attractions Academic Society 2022
Research Topics: “Gratifications of Theme Park Employees’ Social Posts”
“Conservation & Fandom: Exploring the Not So Weak Interdisciplinary Link Between Visitor Experience, Technology & Management for Theme and National Parks”
Western States Communication Association 2023
Top Paper Panel - Research Topic: "Bracing for an Uncertain Recovery: Strategic Responses by US Airlines to the COVID-19 Pandemic"
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Courses Taught
Social Media Analytics Creative Inquiry - Comm 3990
Social Media Analytics - Comm 3230
Public Speaking - Comm 2500
Introduction to Human Communication - Comm 1500
Social Media 101 - Greenville Center for Creative Arts
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Guest Lecturer
School of Nursing: Behavioral, Social, and Health Sciences in the Age of COVID-19
Department of History & Geography: GIS for Humanities and Social Sciences
Department of Communication: Public Relations for Associations and Nonprofits
School of Business: Social Media Marketing & Sports Marketing
School of Tourism: Tourism Management -
Grants Awarded
2023 : Competitive Research Travel Grant – Field Research
2022: Competitive Research Travel Grant – Field Research
2022: Competitive Research Travel Grant - IAAPA Expo, 2022
2021: Competitive Research Travel Grant – IAAPA Expo,
2021: Food Supply Safety - Sonoco FRESH - A Social Media Analytical Study Exploring Public Sentiment Around Food Waste
Publications
Henderson, W., & Jackson Pitts, M. (2022). Online community therapy: The support network. Lexington Books.
Linvill, D. L., Henderson, W. J., & Mikkilineni, S. (2021). Divisive Social Movement on Social Media: Examining #ADOS. Southern Communication Journal, 86(4), 349–361. https://doi.org/10.1080/1041794X.2021.1919917
Media Spotlights
Bloomberg
From Twitter to TikTok, Trump Supporters Spread 'Sleepy Joe'
“President Donald Trump may be lagging in the polls, but his nickname for his opponent is finding traction on social media sites. “Sleepy Joe” even garnered more posts than the Super Bowl and the musical “Hamilton” so far this year, according to new research from Clemson University.”
Sinclair Broadcast Group
Civil rights audit faults Facebook for prioritizing 'free expression' over 'equality'
“Facebook is under mounting pressure to crack down on hate speech after the release of an internal audit questioning the company's commitment to protecting civil rights.”
USA Today
Joe Biden has big lead in South Carolina primary, per Clemson University's Palmetto Poll
“Former Vice President Joe Biden has a sizable lead in the South Carolina Democratic presidential primary, according to results of Clemson University's Palmetto Poll released Wednesday morning.”
WSPA - CBS Affiliate
Social Media Listening Center in Clemson tracks Championship game
”Thousands of local social media users and football fans are sounding off on social media before the big NCAA Championship game tonight.”
Bloomberg
Facebook, Twitter Are Failing to Curb Voting-By-Mail Falsehoods
“In August, a video posted on social media by a Florida woman named Tina Brown outlined what she claimed were potential hazards with mail-in election ballots.”
WYFF - NBC Affiliate
Social media data breaks down engagement surrounding impeachment hearings
“Online chatter about the impeachment hearings is only ramping up, according to data obtained by the Clemson University Social Media Listening Center.”
Certifications
Meltwater Social Listening
Google AdWords Certified
Hootsuite Platform Certification
Salesforce Certified Marketing Cloud Social Specialist
Hubspot Social Media Marketing Certified
Education
Bachelor of Arts
Southern Wesleyan University 2010 - 2013
Master of Science
Digital Communication and Media/Multimedia
2018 - 2019
Thesis: Online Communities as Therapy
Doctor of Philosphy
Parks, Recreation and Tourism Management
2020-Current
Dissertation: Social Media Behavior of Theme Park Guests