Using Data to Predict Virality with Ernan Haruvy Ph.D. of University of Texas at Dallas

 

In the marketing class taught by Ernan Haruvy Ph.D. at the University of Texas at Dallas, “accelerants of relevance,” is the technical term students take notes on. For those without a marketing background, the term may be more easily understood as the data-supported elements of what makes a piece of social media content go viral.

We sat down with Haruvy on this episode of the Digital Marketing Professor Series to discuss the specific data analytics that his class uses to measure social media marketing effectiveness.

“We were trying to find out ‘what is it in terms of content and the actual demographics of the people doing tweets and retweets that accelerates retweeting that causes virality’,” Haruvy said.

As part of a collaboration with PR firm Golin, marketing students at University of Texas at Dallas analyzed tweets for content words, emotion, and sentiment analysis, including positivity and negativity. Haruvy said this is especially key in social media marketing.

“You don’t want something to just diffuse very fast; You want it to diffuse positively,” Haruvy said. “You want people to be excited about your product or story.”

On the podcast, Haruvy weighed in on whether a message from an unlikely source is either more, or less, likely to go viral. We even discussed Taylor Swift’s latest Instagram post, urging her fans to register to vote, which is the first outwardly political Instagram message she has posted.

For the latest news, videos, and podcasts in the Software & Electronics Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!
Twitter – @TechMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

AMAG Technology
Customer Obsessed: AMAG Technology Puts Customers at the Core of Everything
April 2, 2025

AMAG Technology’s customer-obsessed approach drives every decision the company makes. Through teamwork and strong leadership, AMAG is dedicated to making every customer interaction memorable and impactful. The customer experience remains at the heart of everything the organization does.

Read More
AMAG
Customer Obsessed: Listening, Learning, and Innovating for You
April 2, 2025

At AMAG Technology, being customer-obsessed means always prioritizing the needs of the customer. Jody Ross, Global VP of Strategic Sales & Customer Success, shares how the company remains committed to listening, learning, and developing solutions that genuinely support customer success. Customer insights drive AMAG Technology’s innovation, ensuring the development of the most effective and impactful…

Read More
video security
Smarter Video Security with Symmetry CompleteView
April 2, 2025

In today’s fast-evolving security landscape, intelligent video management is no longer a luxury—it’s a necessity. AMAG’s Symmetry CompleteView Video Management System rises to meet this demand with a powerful, scalable solution that adapts to organizations of any size. Designed with open architecture and user-friendliness at its core, the system offers seamless integration and effortless deployment….

Read More
symmetry CONNECT
Introducing Symmetry Connect: Automating Physical Identity and Access Management
April 2, 2025

In today’s fast-paced, security-conscious environment, managing who has access to what—and when—is more critical than ever. That’s where Symmetry CONNECT Identity Management by AMAG comes in, offering a powerful, streamlined solution for physical identity and access management (PIAM). With growing compliance demands and increasingly complex workforces, organizations need tools that can automate onboarding, simplify credentialing,…

Read More