Research Of Public Welfare Communication Effectiveness Evaluation Quota System In Social Media

Social media has changed the original social information dissemination structure in a great extent,and established a closer social relationship.Public welfare communication is an important issue in contemporary society,and it is becoming more and more mature in the social media atmosphere.The form is more innovative and the content is more abundant;but at the same time,the development of social media also brings challenges to the evaluation of the effectiveness of public welfare communication.The cross-scenario,cross-platform and non-time-space restrictions make the evaluation process more complicated.This paper will try to use AHP and Delphi method to construct an evaluation index system for public welfare communication based in social media,aiming to provide reference for the evaluation of public welfare communication in the social media environment.Firstly,it will define the concept of social media and public welfare communication,then the characteristics and development prospects of public welfare communication in the social media environment are summarized and analyzed,and then according to the relevant theoretical models of communication effects and consumer behavior models,through listing the evaluation indicators of the existing public service advertisements and public welfare communication,this paper will construct a public welfare communication evaluation index system with five first-level indicators and 16second-level indicators such as arrival,cognition,attitude,action,and association,and using the Delphi method to obtain expert scores and apply the analytic hierarchy process calculates the weight of each indicator.It is found that the action indicators and attitude indicators are two first-level indicators in the social media environment evaluation system.In addition,according to the expert interview opinions and the weighted public welfare communication evaluation indicators,the paper summarizes the makes strategies for improving the public welfare communication in the social media environment,such as refining public welfare communication objectives,public welfare communication content,and optimizing public welfare communication forms,for promoting public welfare communication development.