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social-media-analyzer

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Social Media Analyzer

社交媒体分析工具

Campaign performance analysis with engagement metrics, ROI calculations, and platform benchmarks.
活动效果分析，包含互动指标、ROI计算和平台基准对比。

Table of Contents

目录

Analysis Workflow

分析流程

Analyze social media campaign performance:
  1. Validate input data completeness (reach > 0, dates valid)
  2. Calculate engagement metrics per post
  3. Aggregate campaign-level metrics
  4. Calculate ROI if ad spend provided
  5. Compare against platform benchmarks
  6. Identify top and bottom performers
  7. Generate recommendations
  8. Validation: Engagement rate < 100%, ROI matches spend data
分析社交媒体活动效果：
  1. 验证输入数据完整性（触达量>0，日期有效）
  2. 计算单条帖子的互动指标
  3. 汇总活动级指标
  4. 若提供广告支出则计算ROI
  5. 与平台基准对比
  6. 识别表现最佳与最差的内容
  7. 生成优化建议
  8. 验证： 互动率<100%，ROI与支出数据匹配

Input Requirements

输入要求

FieldRequiredDescription
platformYesinstagram, facebook, twitter, linkedin, tiktok
posts[]YesArray of post data
posts[].likesYesLike/reaction count
posts[].commentsYesComment count
posts[].reachYesUnique users reached
posts[].impressionsNoTotal views
posts[].sharesNoShare/retweet count
posts[].savesNoSave/bookmark count
posts[].clicksNoLink clicks
total_spendNoAd spend (for ROI)
字段是否必填说明
platform是instagram, facebook, twitter, linkedin, tiktok
posts[]是帖子数据数组
posts[].likes是点赞/反应数
posts[].comments是评论数
posts[].reach是触达独立用户数
posts[].impressions否总浏览量
posts[].shares否分享/转发数
posts[].saves否收藏数
posts[].clicks否链接点击数
total_spend否广告支出（用于计算ROI）

Data Validation Checks

数据验证检查

Before analysis, verify:
  • Reach > 0 for all posts (avoid division by zero)
  • Engagement counts are non-negative
  • Date range is valid (start < end)
  • Platform is recognized
  • Spend > 0 if ROI requested
分析前需验证：
  • 所有帖子的触达量>0（避免除以零）
  • 互动计数为非负数
  • 日期范围有效（开始日期<结束日期）
  • 平台为支持的类型
  • 若需计算ROI则支出>0

Engagement Metrics

互动指标

Engagement Rate Calculation

互动率计算

Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100
Engagement Rate = (Likes + Comments + Shares + Saves) / Reach × 100

Metric Definitions

指标定义

MetricFormulaInterpretation
Engagement RateEngagements / Reach × 100Audience interaction level
CTRClicks / Impressions × 100Content click appeal
Reach RateReach / Followers × 100Content distribution
Virality RateShares / Impressions × 100Share-worthiness
Save RateSaves / Reach × 100Content value
指标公式解读
互动率Engagements / Reach × 100受众互动水平
CTRClicks / Impressions × 100内容点击吸引力
触达率Reach / Followers × 100内容传播范围
病毒传播率Shares / Impressions × 100内容可分享度
收藏率Saves / Reach × 100内容价值

Performance Categories

表现等级

RatingEngagement RateAction
Excellent> 6%Scale and replicate
Good3-6%Optimize and expand
Average1-3%Test improvements
Poor< 1%Analyze and pivot
评级互动率行动建议
优秀> 6%规模化复制
良好3-6%优化并拓展
一般1-3%测试改进方案
较差< 1%分析并调整策略

ROI Calculation

ROI计算

Calculate return on ad spend:
  1. Sum total engagements across posts
  2. Calculate cost per engagement (CPE)
  3. Calculate cost per click (CPC) if clicks available
  4. Estimate engagement value using benchmark rates
  5. Calculate ROI percentage
  6. Validation: ROI = (Value - Spend) / Spend × 100
计算广告支出回报率：
  1. 汇总所有帖子的总互动量
  2. 计算每次互动成本（CPE）
  3. 若有点击数据则计算每次点击成本（CPC）
  4. 使用基准费率估算互动价值
  5. 计算ROI百分比
  6. 验证： ROI = (Value - Spend) / Spend × 100

ROI Formulas

ROI公式

MetricFormula
Cost Per Engagement (CPE)Total Spend / Total Engagements
Cost Per Click (CPC)Total Spend / Total Clicks
Cost Per Thousand (CPM)(Spend / Impressions) × 1000
Return on Ad Spend (ROAS)Revenue / Ad Spend
指标公式
每次互动成本（CPE）总支出 / 总互动量
每次点击成本（CPC）总支出 / 总点击量
千次展示成本（CPM）(支出 / 展示量) × 1000
广告支出回报率（ROAS）收入 / 广告支出

Engagement Value Estimates

互动价值估算

ActionValueRationale
Like$0.50Brand awareness
Comment$2.00Active engagement
Share$5.00Amplification
Save$3.00Intent signal
Click$1.50Traffic value
行为价值依据
点赞$0.50品牌曝光
评论$2.00主动互动
分享$5.00传播放大
收藏$3.00意向信号
点击$1.50流量价值

ROI Interpretation

ROI解读

ROI %RatingRecommendation
> 500%ExcellentScale budget significantly
200-500%GoodIncrease budget moderately
100-200%AcceptableOptimize before scaling
0-100%Break-evenReview targeting and creative
< 0%NegativePause and restructure
ROI百分比评级建议
> 500%优秀大幅增加预算
200-500%良好适度增加预算
100-200%可接受优化后再规模化
0-100%收支平衡重新审视定向与创意
< 0%亏损暂停并调整策略

Platform Benchmarks

平台基准

Engagement Rate by Platform

各平台互动率基准

PlatformAverageGoodExcellent
Instagram1.22%3-6%>6%
Facebook0.07%0.5-1%>1%
Twitter/X0.05%0.1-0.5%>0.5%
LinkedIn2.0%3-5%>5%
TikTok5.96%8-15%>15%
平台平均水平良好水平优秀水平
Instagram1.22%3-6%>6%
Facebook0.07%0.5-1%>1%
Twitter/X0.05%0.1-0.5%>0.5%
LinkedIn2.0%3-5%>5%
TikTok5.96%8-15%>15%

CTR by Platform

各平台CTR基准

PlatformAverageGoodExcellent
Instagram0.22%0.5-1%>1%
Facebook0.90%1.5-2.5%>2.5%
LinkedIn0.44%1-2%>2%
TikTok0.30%0.5-1%>1%
平台平均水平良好水平优秀水平
Instagram0.22%0.5-1%>1%
Facebook0.90%1.5-2.5%>2.5%
LinkedIn0.44%1-2%>2%
TikTok0.30%0.5-1%>1%

CPC by Platform

各平台CPC基准

PlatformAverageGood
Facebook$0.97<$0.50
Instagram$1.20<$0.70
LinkedIn$5.26<$3.00
TikTok$1.00<$0.50
See 
references/platform-benchmarks.md
for complete benchmark data.
平台平均水平良好水平
Facebook$0.97<$0.50
Instagram$1.20<$0.70
LinkedIn$5.26<$3.00
TikTok$1.00<$0.50
完整基准数据请查看
references/platform-benchmarks.md
。

Tools

工具

Calculate Metrics

计算指标

bash
python scripts/calculate_metrics.py assets/sample_input.json
Calculates engagement rate, CTR, reach rate for each post and campaign totals.
bash
python scripts/calculate_metrics.py assets/sample_input.json
计算每条帖子和活动整体的互动率、CTR、触达率。

Analyze Performance

分析表现

bash
python scripts/analyze_performance.py assets/sample_input.json
Generates full performance analysis with ROI, benchmarks, and recommendations.
Output includes:
  • Campaign-level metrics
  • Post-by-post breakdown
  • Benchmark comparisons
  • Top performers ranked
  • Actionable recommendations
bash
python scripts/analyze_performance.py assets/sample_input.json
生成包含ROI、基准对比和优化建议的完整效果分析报告。
输出内容包括：
  • 活动级指标
  • 单帖详情 breakdown
  • 基准对比
  • 表现最佳内容排名
  • 可执行的优化建议

Examples

示例

Sample Input

示例输入

See 
assets/sample_input.json
:
json
{
  "platform": "instagram",
  "total_spend": 500,
  "posts": [
    {
      "post_id": "post_001",
      "content_type": "image",
      "likes": 342,
      "comments": 28,
      "shares": 15,
      "saves": 45,
      "reach": 5200,
      "impressions": 8500,
      "clicks": 120
    }
  ]
}
查看
assets/sample_input.json
：
json
{
  "platform": "instagram",
  "total_spend": 500,
  "posts": [
    {
      "post_id": "post_001",
      "content_type": "image",
      "likes": 342,
      "comments": 28,
      "shares": 15,
      "saves": 45,
      "reach": 5200,
      "impressions": 8500,
      "clicks": 120
    }
  ]
}

Sample Output

示例输出

See 
assets/expected_output.json
:
json
{
  "campaign_metrics": {
    "total_engagements": 1521,
    "avg_engagement_rate": 8.36,
    "ctr": 1.55
  },
  "roi_metrics": {
    "total_spend": 500.0,
    "cost_per_engagement": 0.33,
    "roi_percentage": 660.5
  },
  "insights": {
    "overall_health": "excellent",
    "benchmark_comparison": {
      "engagement_status": "excellent",
      "engagement_benchmark": "1.22%",
      "engagement_actual": "8.36%"
    }
  }
}
查看
assets/expected_output.json
：
json
{
  "campaign_metrics": {
    "total_engagements": 1521,
    "avg_engagement_rate": 8.36,
    "ctr": 1.55
  },
  "roi_metrics": {
    "total_spend": 500.0,
    "cost_per_engagement": 0.33,
    "roi_percentage": 660.5
  },
  "insights": {
    "overall_health": "excellent",
    "benchmark_comparison": {
      "engagement_status": "excellent",
      "engagement_benchmark": "1.22%",
      "engagement_actual": "8.36%"
    }
  }
}

Interpretation

解读

The sample campaign shows:
  • Engagement rate 8.36% vs 1.22% benchmark = Excellent (6.8x above average)
  • CTR 1.55% vs 0.22% benchmark = Excellent (7x above average)
  • ROI 660% = Outstanding return on $500 spend
  • Recommendation: Scale budget, replicate successful elements
示例活动表现：
  • 互动率8.36% vs 基准1.22% = 优秀（超出平均水平6.8倍）
  • CTR1.55% vs 基准0.22% = 优秀（超出平均水平7倍）
  • ROI660% = 500美元支出获得超高回报
  • 建议： 增加预算，复制成功内容的要素

Reference Documentation

参考文档

Platform Benchmarks

平台基准

references/platform-benchmarks.md
contains:
  • Engagement rate benchmarks by platform and industry
  • CTR benchmarks for organic and paid content
  • Cost benchmarks (CPC, CPM, CPE)
  • Content type performance by platform
  • Optimal posting times and frequency
  • ROI calculation formulas
references/platform-benchmarks.md
包含：
  • 各平台及行业的互动率基准
  • 自然流量与付费内容的CTR基准
  • 成本基准（CPC、CPM、CPE）
  • 各平台内容类型表现
  • 最佳发布时间与频率
  • ROI计算公式