The original link:tecdat.cn/?p=2085

Original source:Tuo End number according to the tribe public number

 

　　

　　

 

As a gathering place of hot topics, weibo comments, likes and forwarding, comments whether there is water army…… Can affect the couple’s judgment. This paper takes stock of the user behavior data on the microblog of wedding plan, and let’s take a look at the mystery of the user behavior of microblog that is worth digging deeply.

　　

 

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Every year around the May Day holiday, newlyweds rush to get married. With the arrival of the wedding season, how to hold a lifetime unforgettable wedding banquet has become a hot topic. As a gathering place of hot topics, weibo comments, likes and forwarding, comments whether there is water army…… Can affect the couple’s judgment.

In view of this, tecDAT researchers inventoried user behavior data on wedding policy weibo, combined with semantic analysis to locate user interactions, so as to extract valuable information.

Interactive analysis: users pay most attention to wedding brands and cases

In this analysis, we collected a total of 13,585 microblogs, 678,295 keywords and the corresponding likes, forwarding and comments of each microblog.

The weights are 0.5 for forwarding, 0.3 for commenting and 0.2 for liking. Calculate the weighted value (recorded as interaction score). Basis: weight A weighting algorithm used for internal company applications.

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To facilitate the measurement of the degree of interaction, we define: the interaction score less than or equal to the lowest 25% interaction level as low (poor), 50%-75% interaction level as high (good), >=75% interaction level as Max (excellent).

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The most active word was “wedding”

The most active words are closely related to the company name: Marketing number good hundred years wedding a total of 4967 micro blog, good hundred years appeared 1090 thousand baihe a total of 2718 micro blog, thousand Baihe 1090 silver Jubilee wedding planning company a total of 1754 micro blog, only high interactive keywords silver Jubilee is 516 times, the above data is only the data distribution of high interactive micro blog.

Keywords Weibo related to wedding planning cases, high user activity (i.e., there are many effective users who are not zombie fans)

Scene segmentation: content, description, color

Then we select the highly active words about event planning and analyze the word frequency distribution. Keywords: planning with Max interaction level

1. The interactive score of “wedding” is 3,717,660, accounting for 5.07%, topping the list;

2. Interactive score of “forwarding” : 2799078, accounting for 3.82%;

3. “Hotel” interaction accounted for 2.71%.

The wedding account is promoted on Weibo, and “forwarding” and “lottery” activities are frequently held around the theme of “wedding”. According to the micro blog active score data. This way in the comprehensive forward, comment, like to see, the best effect.

It will help customers intuitively understand the topic of weibo articles, and use the forwarding lottery to trigger potential customers to be active and attract eyeballs, which is conducive to improving the exposure of weibo accounts.

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Keywords related to content attributes with interaction level Max:

Microblog content mainly to show case pictures, mainly introduces the wedding held “hotel”, the wedding involves “brand”, wedding “photography” and so on, mostly based on pictures.

Keywords selected about the case with Max interaction level:

Users like cases with advanced attributes the most, and the colors of red, blue, gold, purple and pink are the most favored by users.