Weibo Marketing Based On Social Network Analysis And Text Mining

With the development of Internet, the traditional marketing channels can no longer meet the needs of enterprises. New media marketing methods have emerged, among which the most prominent micro-blog marketing. Mainly due to interaction and real-time micro-blog platform,provides an efficient direct marketing channels for enterprises. In this paper the key users how to find micro-blog content dissemination and the user sends micro-blog theme as the breakthrough point, to micro-blog data of real support, analysis method to find the key to the user micro-blog propagation by using the social network, and using the model of LDA text mining(Latent Dirichlet Allocation, referred to as LDA), the theme content get key users the hair micro-blog. These two analysis based content, for the enterprise how to become a network of leaders as well as the theme micro-blog marketing selection to provide theoretical support and practical suggestions.The first part of this paper mainly introduces the research background and significance, and domestic and foreign scholars on the micro-blog marketing, based on the research status of the 3 aspects of LDA model of social network analysis to study the micro-blog, text mining. The second chapter introduces the meaning of social network,characteristics, main elements, the related concepts and the application ofsocial network analysis; the most important and text preprocessing technology in word segmentation technology, the LDA model theory and text mining. The third chapter through the Internet to grab micro-blog data, using the method of social network analysis, determine the network leader; and then use the method of text mining, mining network leaders issued by the micro-blog and comment on the content of the theme, based on these topics provide recommendations for micro-blog marketing.Social network analysis to find the key to the user and the user generated content micro-blog mining based on the topic, not only can have for mining text content, but also can reduce the operation cost of LDA text mining model. The process mining marketing theme is more accurate, efficient.