SYSTEM AND METHOD FOR MEASURING AND IMPROVING THE EFFICIENCY OF SOCIAL MEDIA CAMPAIGNS

摘要

A system and method for measuring the efficiency of social media campaigns. The system collects searchable activity data of members of a social network and processes this data locally to extract interaction data happening on the profile page of the social media campaign on the social network. The interaction data is then weighed in accordance with its type. The system may also determine a reach of the campaign and a responsiveness score of a user. The system may also determine an effort score representing a monetary value of the profile page based on the volume of contribution by the owners of the social media campaign. The efficiency score may then be determined based on a relationship between the number of interactions, the weight associated with each interaction, the reach, the responsiveness score, and the effort score.

主权项

1. A computer-implemented method for measuring an efficiency of a social media campaign (campaign) presented on a profile page on a social network, comprising:
collecting:
searchable activity data which is publicly available on profile pages associated with members of the social network; andprivate activity data in the social network which is not publicly available from a remote server of the social network using a communication network; extracting, from the searchable activity data, interaction data representing audience feedback on the campaign; assigning a weight to each interaction based on a type of the interaction; calculating an engagement score based on the amount of interactions and the weight associated with each interaction; correlating the searchable activity data and the private activity data to estimate a value for a number of members of the social network reached by the campaign (reach); estimating an amount of money spent in developing the campaign based on the profile page of the campaign; determining an efficiency score of the campaign as a ratio between the amount of money and a number calculated based on the engagement score and the reach.