Analysis On The Propagation Effect Of Enterprise Microblogs Based On LDA

Microblog,as a kind of relationship based on users of information sharing,dissemination and access to social media platforms,has the obvious advantage in interpersonal communication,information diffusion and branding,which draws the increasing attention of enterprises.Microblogging's content is simple,easy to release and transmit.And its topic can be detected in the mass of information,which has significant implications for enterprises to monitor public opinion,analyze competitive intelligence and social marketing of their products.In order to give greater publicity to enterprise products,brands,and so on,the official Weibo of the enterprise has been publishing around a certain theme for a period of time.However,the focus of the enterprise is on the communication effect of a single piece of Weibo.Ignoring the communication effect of these microblog themes,the result of the bias of marketing strategy and the reduction of value.At present,the object of study on microblog 's communication effect is rather than the subject rather than the keyword.Only by analyzing the communication effect of the theme,can we get closer to the application of the communication effect.The paper proposes an analysis method of microblog topics transmission effectiveness based on LDA topic model.The method firstly crawls the official microblog text of China Mobile,obtains the probability of each keyword in the microblog topics and microblog topics by LDA model,and calculates the promotion intensity and attention of each topics respectively.Then,analyzes the microblog topics of high attention,microblog topics of high promotion and microblog topics of high propagation effect.Finally,the three dimensions of four-quadrant analysis,dissemination efficiency analysis and system cluster analysis are respectively used to classify the microblog topics,and then the value distribution of microblog topics is obtained.The research results show that this paper presents a set of effective analysis of the effects of corporate microblog topics.This method provides some reference value for the improvement of China's mobile communication strategy and has certain practical and theoretical significance.