FIGURE 1—

Predicted Virality of Social Media Posts by Autism Advocacy Organizations: July 19, 2011–December 18, 2012

Note. Predicted virality is according to percentage of words associated with positive and negative emotions in comments about the post, holding control variables at their mean values. Viral views are those by social media users who are not fans or followers of an advocacy organization. I used Linguistic Inquiry Word Count software version 2007 (Pennebaker Conglomerates, Austin, TX) to measure the percentage of words associated with positive (joy) and negative (fear, anger, or sadness) emotions. I did not use organization-level intercepts to calculate predicted values.