Blog: This algorithm will help your campaign go viral (Dutch)

Twice a year, I write a blog for the Dutch Organization for Scientific Research in Business Communication (SWOCC) to communicate recent scientific knowledge to marketing and communication professionals. This time, I wrote a blog about a recently published article by researchers from the University of Minnesota. A project that evolved from a great collaboration between the Hubbard School of Journalism and Mass Communication and the Computer Science department. The researchers have developed a Trust in Social Media algorithm that can be used to implement in social media campaigns


Met dit algoritme gaat jouw campagne viral

Wat als er een algoritme zou bestaan waardoor het mogelijk is om consumenten te identificeren die ervoor zorgen dat de kans groter is dat een social media campagne viral gaat. Zou jij dat algoritme dan willen weten?

Onderzoekers van de University of Minnesota ontwikkelden een algoritme om ‘trust scores’ op social media te berekenen. Volgens de onderzoekers kan dit algoritme gebruikt worden om:

  • Verspreiding van een social media campagne te maximaliseren;
  • Verspreiding van negatieve publiciteit tegen te gaan.

[Lees verder op]

The blog is based on:

Roy, Huh, Pfeuffer, & Srivastava entitled ‘Development of Trust Scores in Social Media (TSM) Algorithm and Application to Advertising Practice and Research’ en verscheen in Journal of Advertising (2017). You can find the article here.

Huh, Kim, Rath, Lu, & Srivastava (2018) presented at the annual conference of the American Academy of Advertising in New York.

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