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A Multimodal Critical Discourse Analysis of the Online Brand Identity Construction of National Museums
Universal Journal of Social Sciences and Humanities
| Vol 5, Issue 1
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.