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 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, 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, from a remote server of the social network using a communication network; extracting, from the activity data, interaction data representing audience feedback on the campaign; assigning a weight to each interaction based on a type of the interaction; 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 amount of interactions and the weight associated with each interaction.