Research On Social Media Marketing Information Dissemination Based On Social Network Analysis

The development of internet technology and information technology has promoted the development of social media.At the same time,the real economy has gradually begun to merge with the network.Social media has now become an indispensable part of most people's daily life.This new type of communication technology that connects people to people has gradually become a strategic tool for companies and organizations to conduct marketing.Many companies and organizations will explore the power of social media to discover marketing opportunities and obtain interactive ways to achieve their marketing goals.Therefore,how to expand and carry out effective marketing information dissemination on social media platforms is an important link for companies and organizations to implement social media marketing.Researching the information dissemination of social media marketing also has realistic meaning and practical value.Based on relevant research at home and abroad,this paper first defines the concept,characteristics and types of social media;at the same time,it summarizes the concepts and advantages of social media marketing,and points out the differences between social media marketing and traditional network marketing.This paper analyzes the basic meaning and characteristics of social network analysis,and introduces UCINET,a tool for measuring social network analysis indicators.This paper introduces the theory of six-degree division,the theory of strong and weak relations,and the theory of social capital,emphasizing the value of the relationship in social networks.Secondly,based on the above-mentioned related theoretical basis,this paper analyzes the prevailing situation of domestic enterprises in implementing social media marketing,summarizes the constituent elements and characteristics of social media marketing information dissemination,and describes the mode and life cycle of social media marketing information dissemination.Thirdly,from the perspective of social network analysis,this paper analyzes the characteristics and role of user node indicators in social media marketing information dissemination network and the characteristics of network structure of social media marketing information dissemination.The conclusions are as follows: users with high degree centrality can increase the dissemination of social media marketing information;users with high betweenness centrality can reduce the levels required for social media marketing information dissemination;users with large closeness centrality are difficult to obtain information in the dissemination of social media marketing information;users with high influence index can directly expand the direct and indirect dissemination of social media marketing information;through the location of structural holes,crossgroup communication of social media marketing information can be realized;social media marketing information dissemination network with high network density is highly active and the marketing subject has strong driving force;the existence of smallworld phenomenon helps to shorten the average path and length of social media marketing information dissemination;strong relationships can increase user contact in social media marketing information dissemination networks,and weak relationships can connect more user groups.Fourth,choose the “three squirrels” enterprise's microblog to be the empirical object,collect the marketing information of microblogs,and use the social network analysis tool UCINET to measure and analyze the social network indicators of microblog's marketing information dissemination of "three squirrels".Finally,according to the conclusions drawn from theoretical and empirical research,this paper put forward strategies to enhance the effectiveness of social media marketing information dissemination from the perspectives of the main body of information dissemination and the process of information dissemination.