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!


Dig Your Heels In: A Working Woman’s Series with YiDing Yu
June 25, 2022
YiDing Yu is the CMO at Olive, a practicing physician, published researcher, and serial entrepreneur. As a female in the healthcare and tech industries, she's excited about the growth of women in Read more
Video SEO is Gaining Importance, One Company is Disrupting How to Collect and Distribute Consumer Videos
June 24, 2022
SEO is a process in which a website is primed for direct traffic from search engines. SEO video is expected to grow in popularity and trend this year. Christine Russo chats with Bernadette Butler, Read more
Oil Producers Face a Long Haul Back to Business as Usual
World’s Most Watched Oil Data Won’t Be Released This Week
June 23, 2022
(Bloomberg) -- The most closely watched oil data in the world -- the US government’s Weekly Petroleum Status Report -- won’t be released as planned this week because of system issues stemming from a power Read more