Construction of the mobile socialized Internet phase communication effect evaluation index system

Author: Liu Jianming (Professor of the School of Grammar, Wuhan Donghu College, professor of the School of Journalism and Communication of Wuhan University, researcher at Wuhan University Media Development Research Center) Sun Lu (Assistant Editor of Wuhan Academy of Social Sciences)

Source: "Youth Reporter", No. 13, 2022

Mobile socialized Internet technology has created a new communication ecology, and various mobile applications have become the "infrastructure" of modern life. Under the weighted technology, "Internet users" upgraded to "users" and frequently participated in the creation and dissemination of content. Interpersonal communication, group dissemination, and mass communication were intertwined during the communication process. On the one hand, these changes have created a large amount of evaluation indicators for the work of communication. Acting, comments, sharing, rewarding, and barrage are passed in real time. Grasp the complex communication environment, how to screen and combine how to evaluate the evaluation indicators of various communication channels, and become a new topic facing the assessment of the communication effect assessment. The diversification of the main body and the diversification of communication channels have also brought unprecedented competition situation in the media market. The accurate grasp of user behavior and the effective assessment of the effect of communication have become the key to the propaganda for users. Therefore, in the face of the new communication environment brought by mobile socialization, it is necessary to propose an adaptive communication effect assessment ideas and methods to make the selection of evaluation indicators, the construction of the evaluation system, and the implementation of the evaluation system. It is easy to adapt to the characteristics of the current communication activities.

Research on the Research on the Evaluation System of Mobile Socialized Internet Phase Pharmaceuticals

In recent years, in the context of the rapid development of new media and social media such as Weibo, WeChat, and News Information APP, domestic scholars' research on the construction of the current communication effect assessment system has gradually increased, but there is the following shortcomings:

(1) Many researchers confuse the concepts and effects of information quality, communication, influence, and other concepts and effects, and the indicators of factors such as frequency, push time, originality, and authenticity are also mistaken for effect indicators [1]. The communication effect is the impact and results brought by the information content on users and society. In the final analysis, it is expressed through the short -term and long -term, micro and macro behavior through users. Therefore, the assessment of the communication effect is a scientific measurement of the user's behavior data.

(2) Due to the complexity of the current communication activities, most scholars' research focuses on the micro level and discusses the effects of a certain channel or a certain type of information content. For example, Kuang Wenbo and Wu Xiaoli based on WeChat public account health communication effect evaluation index system research [2], Yao Peng's research on the performance evaluation of new government affairs media performance [3]. These studies are worthy of reference for specific issues, but lack a relatively complete assessment theoretical framework and specific operation methods.

(3) A small number of scholars have established a relatively comprehensive and unified indicator system for effect assessment, but ignore the dynamicity of the communication activities and the diverse communication channels at this stage. For example, Wang Xiuli and others set out from the three levels of cognition, attitude and behavior, measured the transformation of individuals, organizations and offline behavior, and built a set of target -oriented social media effect measurement indicators [4], but but, but, but, but, but The system is only proposed on the basis of literature review, and has not combined the characteristics of the communication of social media.

(4) The industry's research is mostly based on the assumptions of third -party institutions to implement the evaluation. The index system is constructed from the perspective of external judgment. The dissemination effect rankings, such as using more WeChat communication index WCI [5], etc. The ranking of the ranking can help the communicator and the industry maker more clearly grasped the competitive status in a communication field in a period of time, but for each communicator, the correction of its communication work does not have practical guidance value.

The spread of the mobile social Internet stage

Different technological development stages, different media survival conditions, different communication structure characteristics, and the ideas, methods, and indicator systems of effect assessment should be different. During the trial, the latest communication environment changes, summing up the laws of current communication activities, is the prerequisite for scientifically building an evaluation indicator system and establishing an evaluation method. At this stage, communication activities have the following characteristics:

(1) There is no threshold for communication activities, and users have become "protagonists". A large number of APPs represented by WeChat and Weibo provides users with a "zero threshold" communication channel. The main characteristics of phase communication activities. The transformation from the "audience" to "user" has completely changed the communication ecology.

(2) Social networks become the foundation of communication, and users become network nodes. "A large number of people and spontaneous communication are the two major elements of social media." [6] During the mobile social Internet stage, users are no longer the end of spread, but nodes connected to countless other users. The nodes of interpersonal relationships continue to enlarge the influence like snowballs, and even achieve the effect of virus -like transmission. Users' likes, comments, and forwarding behaviors of information content may change and determine the final communication effect.

(3) "Boom" of multiple main information, unprecedented competition in the media market. At the stage of mobile socialization, traditional media agencies, portals, various new media, self -media, KOL, and countless users have become the publishers and communicators of the content. People are experiencing unprecedented "information information Explosion bombardment ". The diversification of the main body has made the media market competition unprecedentedly, and how to fight for users' attention has become a problem faced by each communicationr. (4) Diverse communication channels, and content distribution is vertical. Today, the same content of the same communication subject will be put on multiple channels through different forms, and users will also freely choose multiple channels to contact content and participate in communication according to their preferences. The user's layerization and the verticalization of content have become a new law of communication. Therefore, for the communicator, understanding the characteristics of different communication channels, analyzing user content contact habits, accurately evaluating the effect of communication, and continuously optimizing the content and method of communication became the key to standing out.

The innovative ideas of the communication effect evaluation of the mobile social Internet phase

(1) Evaluation of effects from the target needs of the communicator. The assessment of the communication effect is basically serving the practice of communication. The communicator is the main body of the communication activity. The effect assessment can only be corrected to the methodology of the communication only when the needs of the communicator as the starting point. At the stage of mobile socialization, there are various forms of dissemination, and there are many communication channels for options. The final communication effect of the content is largely related to the dissemination and positioning of the propagators, as well as the different decisions and investment in the release, communication and operation of the communicator. Therefore, the effective communication effect assessment should be based on the intention of the communicator and the goal of the communication activities.

(2) The dissemination effect of the unit content is the object of evaluation. The influence of each communication agency (person) is collected from the effect of each content dissemination, and the subject matter, writing method, reporting angle, form, and publishing platform of each content are different. Only by refining the assessment work into the analysis and effect measurement of each content, so that each transmitter can compare the effects of different content spread during a period of time, can it truly understand the user's preferences, and discover the most suitable for excavation. The production methods and communication channels of different themes are provided with practical reference for communication activities.

(3) Combining multi -channel construction of dynamic evaluation indicators. During the mobile social Internet stage, there are many communication channels that communicationrs can choose. Different communicators select the contents of the content release channels. The content of these channels, functional settings, dissemination characteristics, user groups and behaviors are different, and the final effect is also very different. Because of the specificity of each channel, there are differences in the effect indicators available on different platforms; the difficulty of reading, likes, and reposting behaviors on different platforms is actually different. According to the characteristics of this multi -channel, the effect evaluation index system for different channels should be established, and the indicators in each system should not be unchanged. The actual indicators of each content should be added or deleted.

(4) Collect evaluation data around user behavior. In the final analysis, the dissemination effect is manifested through the various micro and macro behaviors of the user. Each mobile platform has set up many convenient "buttons" for users to generate feedback and interactive behavior. , Forward, sharing, comment, reward ... Evaluation evaluation should truly focus on user behavior.

In summary, the evaluation ideas for the proposal of communication for the mobile socialization Internet stage are: 1. Positioning according to their own communication activities, the differences in the investment and operation of various channels, and the number of communication goals that expect to achieve. Depending on the actual departure, select a certain or several communication channels, and build a different evaluation index system according to the channel characteristics. 2. The indicators in each index system are not fixed. You can add or delete individual indicators according to the actual dissemination of each content. Give weight to each indicator. 3. Collect measurement data around user behavior, and use the multi -channel evaluation index system to evaluate the dissemination effect of a single content. 4. The evaluation results on each different channel can be compared with the effects of other content published on this channel to obtain the difference between the effect of disseminating different content on the same channel; The method to give emphasis on weights can be concluded that the comprehensive communication effect of this content on different channels.

Construction of the mobile socialized Internet phase communication effect evaluation index system

(1) Six dimensions of the propagation effect assessment of the mobile socialized Internet phase. User receiving information is the process of accumulating from cognition to attitude to behavior. This study is based on these three levels of general communication effects. It will learn from the previous research ideas and the characteristics of the current communication activities and the characteristics of user behavior. The communication effect of the Internet stage is initially divided into six basic dimensions, as the fundamental aspect of selecting indicators for different communication channels. Each dimension and their basic connotations are as follows:

1. contact indicator: This dimension corresponds to the effect of user cognition. Professor Yu Guoming has pointed out that the influence of the media is composed of two parts: "attracting attention"+"changes that cause the audience" [7]. The user can first generate the interaction and communication behavior of the successor only when you contact the content and generally read and watch the content. Users to produce contact behaviors are the most basic communication effects. The indicators mainly include reading volume, clicks, and search volume. 2. Recognition indicators: This dimension corresponds to the effect of user attitude and behavior. After reading and watching the content, users will judge the basic value of the content. For example, the content is useful, interesting, and reasonable positive attitude, or the content is boring and valuable negative attitude. Due to the guidance of mobile socialization applications on functional settings, users are relatively easy to express their positive attitudes towards content, like praise, and reward, and only need to be completed through simple clicks. Only more complicated behaviors can be produced, so this study refers to the "identity indicators" at this dimension level.

3. Interactive indicators: This dimension corresponds to the effect of user attitude and behavior. The interaction here refers to the behavior of users, users and users, or users with interaction with the content itself, such as comments, commenting on other people's comments, private messages, and investigation/voting in the article. Interactive behavior represents users who are happy to show their attitudes and try to participate more specifically to the content of the content of the content of the content of the content of the content of the content. At the same time, the behavior of users interacting with users in the comment area also has the effect of driving topics and stimulating other people to participate in enthusiasm.

4. Communication index: This dimension corresponds to the effect of user attitude and behavior. Professor Peng Lan has emphasized that in the context of mobile terminals and social media, "social and social relations are the foundation, and the function of the media is based on this" [8]. In the context of mobile socialization, the content of the user has continuously spread through the user's social relations network, and has strong persuasiveness. The willingness to share with users is the key to the evaluation of the effect. It should be noted that due to the ambiguity of the communicationman and user boundaries, and participating in users who have multi -level dissemination of a certain content, other professional media and opinion leaders have some influential key nodes. Among them, you need to pay special attention to these roles.

5. Conversion indicators: This dimension corresponds to the effect of a deeper online behavior level of the user. The transformation indicator is the support of the user's affirmation, trust, and love for a certain content to convert this emotion into the support of the communicator, related products, and other contents of the communicator. This indicator can also be regarded as the "loyalty" indicator proposed by many researchers [9], but "loyalty" is a more complicated and subjective attitude, which is difficult to quantify, so the industry generally uses the conversion rate to measure. The conversion indicators mainly include jumping links, increasing attention, product sales, etc.

6. Social effects: The spread of mobile content, as an important form of public opinion at this stage, cannot be ignored on the assessment of its social impact. Indexs involving social effect assessments include social donations, response of news parties, promoting the resolution of things, affecting policies and regulations, and creating a certain social atmosphere. It should be noted that the effect of communication activities on the social level is many reports of a series of reports. Many communicationrs speak together and are constantly fermented, not just caused by the release of the content of a certain unit. Differentiated during assessment.

(2) Examples of assessing the indicator system for the dissemination effect of different channels. In this study, two mobile platforms: WeChat public account and Weibo are examples. On the basis of six basic dimensions, two different evaluation index systems are set up based on the different characteristics of these two platforms.

1. Settings of universal indicators and activity indicators. Based on the complexity of the content of the content of the mobile social Internet stage, and the dynamic principle of evaluating the design of the indicators, this study will distinguish between general indicators and activity indicators in the construction of the indicator system. The general indicator refers to the basic indicators applied to all communicators on this platform. This indicator is almost a fixed indicator that needs to be measured in any different communication goals. Activity indicators refer to the different forms of the content of the content, or the differential evaluation of the target, and each communicator can flexibly choose the indicators that are reserved or deleted without evaluation.

2. Construction of the dissemination effect evaluation index system based on WeChat public account. The content dissemination of the WeChat public account is divided into two stages: the first stage, the account number sent the content group to the follower of the account by pushing. The communication mode of this stage is similar to the "one -to -many" method of the public, but The "Duo" here is a user who clearly establishes subscription relationships; the second stage is that the account follower will forward it to a friend, share it to the circle of friends, or light up "watch" to let it go. The content appears in the list of "see". At this stage, multi -level communication is completed through the active sharing behavior of users based on social relations. This communication mode combines the effects of mass communication with the persuasion of interpersonal communication. Unlike Weibo's pan -propagation model based on weak relationships, WeChat public account relying on the huge number of users of WeChat and the logic of acquaintances on acquaintances, making it more targeted at the propagation. Sex and persuasion. According to the communication characteristics of the WeChat public account and user behavior, based on the full reference of the constructive ideas and the opinions of the relevant experts, this study was initially selected for the evaluation indicators of the WeChat public account. According to the above screening, the final assessment indicator system is organized.

3. Construction of the evaluation index based on the spread of Weibo. Compared with the WeChat public account is more closed and based on a strong social logic, the content dissemination mode of Weibo is similar to a square, open, and communication model based on strangers -based social relationships. Users on Weibo can read, comment, like and forward any content according to their interests, or participate in any topic discussion. In addition, after the birth of Weibo from 2009 to 2015, the restrictions on the 140 -word content have allowed users to develop the reading habits of fragmented and short text. All these functional design and communication methods have allowed the content to spread quickly, causing multiple parties to participate, producing virus -type communication effects, and also made Weibo the online public opinion field that users participate in public discussions and promote public events. This study adopts the same ideas and methods of the construction of the WeChat public account communication effect assessment index system, and is evaluated for the communication effect assessment indicators constructed by Weibo.

The above is only two examples of examples set up for the assessment work for the communicator. In the actual communication work, the content release channels may be more diverse. The communicator can build multiple sets of systems for different communication channels according to their own needs. Essence After the establishment of various channel indicators evaluation system, the communicator can adopt Delphi method to allow the staff who carry out corresponding channel communication activities to combine the methods of consulting relevant experts to conduct multiple rounds of scores on the indicator judgment matrix, and then use the hierarchical analysis model to calculate each each The weight of the indicator. In addition, the communicator can also adopt this weight to give a method to give different channels to different channels according to their own work and investment conditions on different platforms, and finally integrate a comprehensive effect of a certain content on different channels.

Conclusion

Research on communication effect has always been an important area of ​​communication research, and it is also a hot topic for content communication to care about practitioners. To some extent, the research, content analysis, media analysis, and audience (user) analysis carried out in the field of communication, as well as the reform and innovation of the industry in the communication activities. Starting and returning to the purpose of improving the effect of communication. For the scientific assessment of the communication effect, it can not only provide the necessary reference basis for the communication strategy, effectively guide the practice of the communicator, and promote the optimization of the communication effect; it can also become the motivation for motivating the continuous advancement of the propaganda.

The spread of the mobile social Internet stage has undergone tremendous changes. This study is based on the current communication practice, starting from the communication goals and evaluation needs of the communicator. It is aimed at the characteristics of the main body of the mobile social Internet stage, the selection of communication channels, and the complex user behavior. The complete idea of ​​effect evaluation, at the same time, hopes to help the communicators "tailor -made" the method of evaluation method that fit the actual effects, establish a daily effect assessment mechanism, so that the effect evaluation work can guide the content production of the communicator, help the help They improve the scientific and effectiveness of communication activities, thereby promoting the healthy development of the entire communication industry.

It should be noted that currently VR and AR technology have been applied in the field of communication, and the concept of "Yuan Universe" has become a new focus hotspot. Undoubtedly, in the future, the development of these emerging technologies will still promote new changes in communication activities, and the evaluation ideas and methods of communication effects will also need to be continuously updated.

Reference format for this article:

Liu Jianming, Sun Lu. The construction of the communication effect evaluation index system of the mobile socialized Internet stage-take WeChat public account and Weibo as an example [J]. Young reporter, 2022 (13): 15-19.

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