There are two main ways to evaluate the effectiveness of social media communication: quantitative evaluation and qualitative evaluation.
Quantitative assessment
quantitative evaluation indicators include the following items:
- Impressions:Refers to the overall number of posts, the number of reads (number of clicks), the number of reprints, the number of replies and other regular content data.
- Advertising equivalent:Summarizing the statistics of each campaign (marketing activity), the total amount of these contents added to the essence and the top can be converted into how much the corresponding cost of the external quotation of the communication website can be obtained, and the added value of the campaign can be derived.
- COST PER CLICK (CPC):Calculate the average CPC value of each campaign and compare it with the normal average CPC value of 4 to 5 yuan in the IT industry to evaluate the effect of this campaign.
- Conversion:In a campaign, the conversion rate data can be obtained by comparing the data of the use, attention, and participation of users before and after, such as the number of registrations for online activities, the number of participants, the value of website PV/UV, and the sales volume.
- Third party data:Before and after the implementation of a campaign, compare data such as Google Trends and Baidu Index, or entrust a third-party research company to investigate the changes in brand or product awareness and reputation.
Qualitative assessment
Qualitative assessment methods are also mainly divided into two angles: network public opinion analysis and influence analysis.
- network public opinion analysis:In a campaign implementation, it is necessary to analyze the network public opinion situation from the following angles:
- Analyze the comment ratio of network public opinion: including the positive, negative, and neutral comment rates of network public opinion, the effect of public opinion guidance can be evaluated. among them, the negative rate of the first page of the search engine is also within the scope of analysis of network public opinion.
- Analyze the rate of follow-up evaluation in social media communication channels such as microblogs, forums, blogs, and SNS.
- analyze the concerns of netizens (what are the products that are concerned?) What are the features of the products that you care about? Do you pay attention to after-sales service? which part of the service to focus on… ): it is also necessary to analyze the evaluation content from three aspects: positive, negative, and neutral.
- Impact analysis
- Celebrity blogs/microblogs: there are no celebrities blogs/Weibe spontaneously write articles to discuss or quote relevant content, and whether there are blog channels that are prominently recommended, and the blog circle is refined.
- Media follow-up: whether there are other non-cooperative media to follow up on topics and amplify secondary dissemination. (In particular, pay attention to traditional media such as print, television, and radio.)
