Research On Evaluation Of Enterprise Weibo Communication Effect Based On User Interaction

As the most popular social media platform,Weibo has a natural advantage in information dissemination.Thence,for enterprises,Weibo is an important medium for effectively disseminating information about products and communicating with users.In the process of the company's Weibo operation,in order to better promote the corporate image and new products,and maintain customer relationship,enterprises usually set corresponding labels to publish topics,and stimulate the enthusiasm of users.However,in the evaluation of its communication effect,the enterprise only pays attention to the forwarding effect of a single microblog,not only ignores the linkage effect generated by other user participation behaviors,but also ignores the propagation effect of these microblog topics,and thus miscalculates user interests,leading to the loss in corporate brand marketing activities.Therefore,based on the perspective of user interaction,we propose the idea of microblog's communication effect evaluation.Through the analysis of the user interaction behavior of Weibo platform,this paper constructs a user interaction influence evaluation method based on the interaction strength convergence algorithm.And based on this method,the concept of propagation depth,propagation breadth,propagation rate,propagation efficiency and propagation contribution degree is introduced,and a relatively complete evaluation system of enterprise microblog communication effect is constructed.This article takes the official microblog text data of Huawei mobile phone as an example,then calculates the interaction influence,topic propagation depth,topic propagation breadth and other indicators of each topic and the contribution of each user.And then according to the key word of each topic on the high propagation depth,high propagation breadth,high propagation rate and high propagation efficiency.Then we use the k-means clustering method to classify the topics,so that we can learn the effect of this topic and its distribution direction.Finally,according to the information characteristics of users with high contribution,we analayse the quality of users.The example verification shows that the series of communication effectiveness anlaysis framworks for enterprise microblogs is reasonable and effecive,and we provide for Huawei's official microblog brand activity,which has certain practical significance and theoretical significance.