There are two main ways to evaluate the effectiveness of social media communication: quantitative evaluation and qualitative evaluation.
1. Quantitative evaluation
The quantitative evaluation indicators of social media communication effectiveness mainly include the following items.
(1) Exposure times: refers to the total number of posts, readings (clicks), reposts, replies and other general content data.
(2) Advertising equivalents: summarize and count the total amount of content such as essences and top-ranked content in each marketing campaign, which can be converted into the corresponding external quotation fees of the communication website, thereby obtaining the added value of this marketing campaign.
(3) Cost per click (CPC): calculate the average CPC value of each marketing campaign, compare it with the average CPC value of 4 to 5 yuan in the IT industry, and then evaluate the effectiveness of this marketing campaign.
(4) Conversion rate: in a marketing campaign, compare the usage, attention and participation data of users before and after, such as the number of registered users, participants, website PV/V value, sales volume, etc., to obtain the conversion rate data.
(5) Third-party data: Before and after a marketing campaign is implemented, compare data such as Google Trends and Baidu Index, or entrust a third-party research company to investigate changes in brand or product awareness and reputation.
(6) Sales: Enterprises are profit-oriented. Without corporate profits, everything is in vain. In social media marketing, the difference between large and small companies is reflected in profits, strategies, etc. We should not only measure profits by how much money is collected from a click on the website and how much ROI (return on investment) is. Instead, we should focus on calculating profit margins and how much value can be created per unit time.
After obtaining the above quantitative data, the quantitative evaluation of the social media communication effect is basically completed.
2. Qualitative evaluation
Qualitative evaluation methods can be divided into two angles: network public opinion analysis and influence analysis.
1) Network public opinion analysis
In the implementation of a marketing campaign, it is necessary to analyze the network public opinion situation from the following angles.
(1) Analyze the comment ratio of online public opinion: including the positive, negative and neutral comment ratios of online public opinion, and evaluate the effect of public opinion guidance. Among them, the negative comment ratio of the search engine homepage is also within the scope of online public opinion analysis.
(2) Analyze the comment ratio of follow-up posts in social media communication channels such as Weibo, forums, blogs, SNS, etc.: including the positive, negative and neutral comment ratios, and evaluate the effect of public opinion guidance.
(3) Analyze the focus of netizens: What products are they concerned about? What product functions are they concerned about? Do they care about after-sales service? Which part of the service are they concerned about? It is also necessary to analyze the evaluation content from the three aspects of positive, negative and neutral.
2) Influence analysis
(1) Celebrity blogs/Weibo: Are there any celebrity blogs/Weibos that spontaneously discuss or quote relevant content? Are there any blog channels with prominent positions to recommend or blog circles to add to the list?
(2) Media follow-up: Are there any other non-cooperative media that follow up on the topic and amplify the secondary dissemination? Pay special attention to traditional media such as print, television and radio.