A Multimodal Critical Discourse Analysis of the Online Brand Identity Construction of National Museums
Table 6.
Communication effectiveness of BM and NMC’ssocial media posts
|
| Communication Indicator |
BM’s Twitter Account |
NMC’s Weibo Account |
|
|
| Total no. of followers |
3,400,000 + |
5,100,000 + |
|
| Total no. of posts |
55,000+ |
50,000+ |
|
| No. of posts per day |
3-5 |
1-3 |
|
| Average like count per post (regular/hot) |
1,000/50,000 |
1,000/100,000 |
|
| Average comment count per post (regular/hot) |
200/5,000+ |
100/3000+ |
|
| Average repost count per post (regular/hot) |
500/100,000 |
300/30,000+ |
|
| Comment Like Ratio (regular/hot) |
0.2/0.1 |
0.1/0.03 |
|
| Repost Like Ratio (regular/hot) |
0.5/2 |
0.3/0.3 |
|
|
Note: The actual numbers are subject to real-time update.
|
|
