Research Of Social Network Marketing Effectiveness Tracing

With the rise of social networking sites such as Facebook, Twitter, etc...the term of social network service appears. Social Network Service upgrades point-to-point e-mail communication to minority-to-majority microblog or community forum communication. Based on the advantage of Social Network Service fast transmission speed, wide coverage, centralization of target population, a greater influence, lower cost and more interactive with client, social network marketing has created huge social value and itself has certain research value.Firstly, this article briefly introduced the basic concepts of social network service and social network marketing, then introduced the data collection, dissemination analysis, impact strength volume, text mining in social network service and research status. Secondly, based on Google and other search engine algorithms, and combined with characteristics of social network data design and implement the microblogging data collection platform for social network marketing. Distributed design is adopted in consideration of the enterprise environments characteristics of the data acquisition speed, system scalability, etc. Again, through the analysis of microblogging forwarding mechanism, design microblog propagation path analysis algorithm to implements the spread analysis of microblog. A large amount of data comparison and theoretical analysis verify the correctness and the usability of the algorithm. Then, based on the restriction of microblog data acquisition and enterprise microblog forwarded number and comments contents reflect the influence of microblog, proposed a microblog influence (CRT-Rank) algorithm which is suitable for the overall evaluation of the influence. Numerical simulation results show that compare with the influence algorithm which is based on the PageRank, CRT-Rank algorithm requests higher precision and can provide more information such as the influence change curve. Finally, analyze the social network service comments information, through the change trend of user word-of-mouth to indirect measure the whole variant trend of social network marketing effectiveness.This paper focuses on the research of propagation path, influence measure, word-of-mouth change trend in social network marketing, and combine with the opinion leaders, the influence algorithm ranking and the change trend of user word-of-mouth in the spread, obtain the variation curve of the network marketing effectiveness. Enterprises can carry out targeted marketing for the high influential and high loyal users, in order to improve the network marketing effectiveness.