Devin Gaffney

Heather Fletcher is senior content editor with Target Marketing.

Work backward, marketers. That's the key to making content go viral, says Devin Gaffney, a Northeastern University researcher. "People organize themselves around different types of attributes based on race and socioeconomic status and geographic location and these sorts of things," he tells the host of the WBUR public radio station on Friday during her "Here and Now" show segment. "And different types of homophily have different levels of salience for how we're going to organize our personal social networks."

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