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Has This Researcher Cracked the Social Virility Code?
By: Christine Geraci
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Xiao Fang has been studying social networking tools as if they were living, breathing organisms. And he believes that he, along with his fellow researchers at the University of Utah, has cracked their DNA. 

The result? A study, soon to be published in the The Information Systems Research Journal, that outlines a more comprehensive, near fool-proof formula for predicting the probability of someone performing a social action, such as "liking" or even "buying' a product. Fang says he study, titled "Predicting Adoption Probabilities in Social Networks," outlines a method that "seamlessly integrates a more comprehensive set of factors, including peer influence, profile similarity between individuals — such as similarities in age, gender, or taste, and the structural position of an individual in a social network — for predicting adoption probabilities," according to heraldonline.com

I can almost see the drool forming at the corners of marketers' mouths. 

Imagine being able to predict with stunning accuracy the probability a product offering or other piece of content will go viral on any one social network — and then proactively coordinate a marketing effort around that predicted demand. Could it really happen? Apparently time will tell. It will be interesting to see who tries out Fang's formula and whether it brings them any success.
 
What methods do you currently use to predict whether or not your social content will get the engagement you want?


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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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