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!


Lake Powell
Exploring the Splendor of Lake Powell with Up Lake Adventures
November 29, 2023

Delving into the serene beauty of Lake Powell, the Icom Podcast “Radios in Action” pairs the thrill of personal watercraft adventures with the crucial use of marine radios. Host Ray Novak and Bob Reed, the Manager of Up Lake Adventures, discuss the enthralling experiences offered by Up Lake Adventures in Utah’s majestic landscapes. In […]

Read More
workplace fit
Wrong Fit, Right Fit: The Essence of Workplace Fit and Its Impact on Modern Work Culture
November 29, 2023

Workplace fit in an organizational context has never been more critical. The wrong fit impacts the entire culture. In this post-COVID-19 era, understanding workplace fit has reshaped how people view work, emphasizing the importance of aligning personal values with organizational culture. A revealing statistic reveals that 67% of employees prefer to work for a […]

Read More
remake medicine
Art is Helping Remake Medicine
November 29, 2023

Can art help remake medicine with the therapeutic potential to make a difference in healthcare? The rise of holistic approaches to well-being provides an opportunity to bring out the artistic side in healthcare. And on the latest episode of the Healthcare Rethink Podcast, host Brian Urban takes a deeper look into that intersection between […]

Read More