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 –
LinkedIn –

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



tech divide baltimore bridge collapse
The Tech Divide is Impacting How Well Companies Can Respond to Supply Chain Disruptions
May 20, 2024

In today’s rapidly evolving technological landscape, the divide between companies with advanced tech capabilities and those lagging behind is widening. This growing tech divide significantly impacts their ability to respond to supply chain disruptions, a crucial factor in maintaining business continuity and efficiency that’s even more pronounced as supply chain resilience is increasingly defined…

Read More
connected and cloud technologies
Doing More with Less: Connected and Cloud Technologies Are Working Hard to Solve Farming and Agriculture Needs
May 20, 2024

How can connected and cloud technologies provide solutions to bring innovation and sustainability to meet the growing needs in farming and agriculture? As the global population pushes toward an estimated 10 billion by 2050, the demand for sustainable agriculture has never been more critical. With limited arable land available, the agricultural sector is turning…

Read More
NVIDIA’s A100, H100, and Speedy Roadmap Drive Market Leadership
May 20, 2024

NVIDIA’s strategic advancements in AI hardware are reshaping the competitive landscape of the tech industry. Amidst a backdrop of rapid technological evolution and increasing demand for efficient AI solutions, NVIDIA continues to push the boundaries with its accelerated roadmap. In this brief soundbite, Wes Cummins, CEO at Applied Digital talks with Alicia Shapiro, the…

Read More
A Decade of Supply Chain Disruptions Made U.S. Domestic Logistics Ready for a Baltimore-Style Closure
May 20, 2024

In the wake of the recent Baltimore Bridge collapse, the logistics and supply chain sectors are once again under intense scrutiny. This disaster poses significant questions about the robustness of current supply chain systems and the ability for the whole chain to respond to supply chain disruptions, especially given the past decade’s persistent challenges,…

Read More