Study On Big Data-Based Social Media Marketing

The development of social media is boostedby the development of internet. Social media have become brand-new channels for enterprises to promote their products because of the 6 characteristics:Participation, Public, Communication, Community, Dialog and Connectivity. However, some common problems and issues can always be seen in the process of marketing on these new channels. These problems include lack of integral planning and marketing effect evaluation. New technologies and new management process should be adopted to solve these problems.The development of big data and related technologies provide a solution to those problems in social media marketing process.Big data technologies take the advantage to process mass non-structured data, semi-structured and structured data, thus large amount of user comment information generated in social media marketing can be processed, analyzed and mined through big data technology to come up with the brand reputation and effect assessment data based on user comments, which can effectively solve the problems faced by enterprises in the process of social media marketing.Starting with describing the current status of social media such as micro-blog and wechat and their status in marketing, the paperintroduces the concept of big data technology, brand listening, user sentiment analysis, and comes up with a marketing platform based on big data technology. This platform aims at solving the problems concerned by the enterprises in the marketing process, coming up with a set of quantitative measures of brand reputation and effect assessment, which provides new ideas, evidence and supports for users in the process of social media marketing. This article tries to explore the theory of collaboration of big data and social market marketing and provides the new ideas big data application in other industries to facilitate the development of various industries with big data technologies.The thesis also introduces a case through the platform and analyzes the result effects of its marketing on social media.