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The Zimmerman Family Social Activation Center offers the opportunity for advertising, public relations and journalism students to work in COM’s state-of-the-art social media analytics lab. The Zimmerman Center has a full suite of software to monitor, in real time, content and trends on Facebook, Instagram, Twitter, YouTube and several other social media platforms. Ad Planners in AdLab and Account Executives in PRLab use the lab to develop insights into the consumers of commercial messages and products; journalism students use this facility to track breaking news and gauge audience responses. The Center was made possible by a generous gift of COM graduate Cara Zimmerman and her family.