社交媒体信息传播实时影响力研究——以微博为例

Research on Real Time Impact of Social Media:Example of Weibo

当前传播研究的重点之一是考察用户个体和单一信息在某个时点的传播特征,缺乏社交媒体下信息传播实时影响力的动态研究。根据网页排名算法的思想,结合社交媒体传播特征设计了社交评级算法衡量用户和信息的传播权重,在此基础上构建了考虑时间因素的社交媒体实时传播影响力指数模型,并通过对微博平台实际案例的分析证实了该指数的有效性。以该指数为工具,对社交媒体用户的大量行为数据进行深度挖掘,可以及时有效地协助舆情监管部门识别重要信息,开展后续工作。

Previous research on communication focused on the analysis of user individual behavior of and communication character of single information at some point.Few studied on the real time dynamic impact of social media.This paper puts up the improved social rank algorithm based on page rank algorithm,combining the weight value of user′s behavior in social media and time factor into the model of real time dynamic impact evaluation.It discusses the importance and practice of the construction of social media dynamic impact index.The in depth analysis and of big data mining will contribute to marketing for enterprise and grasping the latest public opinion for the government.