A person’s clout has been generally accepted as being the main reason why a specific piece of content is shared or becomes viral and on Twitter. But a Research from HP Labswas conducted showing that content also matters and more specifically the source, the category, and mentioned names. Adding emotions to a tweet, however, did not prove very useful. In other words, the tone is not important; what matters is the content. Results were effective in predicting the range of popularity for a given tweet to approximately 84 percent accuracy. While it is tempting to focus only on viral tweets, a large number of tweets spread at a medium level and target interested and informed readers.

The tone doesn’t matter, content does

« Brand matters; information matters; tone, however, doesn’t seem to make much of a difference when it comes to sharing, » Megan Garber noted in her article about the research. The HP Labs team found that emotional components of a tweet didn’t seem to have much influence on how frequently it was shared. Subjective tweets and objective tweet seamed to be