As social media becomes an increasingly dominant and important component of sport organizations’ marketing and communication strategies, effective marketing measurement techniques are required. Using social media data of a Division I football team, this research demonstrates how predictive analytics can be used as a marketing measurement tool. A support vector machine model was compared to a standard linear regression with respect to accurately predicting Facebook posts’ total interactions. The predictive model was used as (i) a planning tool to forecast future post engagement based on a variety of post characteristics and (ii) an evaluation tool of a marketing campaign by providing accurate benchmarks to compare against achieved engagement metrics. Results indicated the support vector machine model outperformed the standard linear regression and the marketing campaign was unsuccessful in achieving its goals. This research provides a foundation for future use of predictive analytics in social media and sport management scholarship

中文翻译：

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使用预测分析来衡量社交媒体参与的有效性：数字衡量视角

随着社交媒体成为体育组织营销和传播策略中越来越重要和重要的组成部分，需要有效的营销测量技术。本研究使用 Division I 足球队的社交媒体数据，展示了预测分析如何用作营销测量工具。在准确预测 Facebook 帖子的总互动方面，支持向量机模型与标准线性回归进行了比较。该预测模型被用作（i）基于各种职位特征预测未来职位参与度的规划工具和（ii）通过提供准确的基准来与已实现的参与度指标进行比较的营销活动的评估工具。结果表明，支持向量机模型优于标准线性回归，营销活动未能成功实现其目标。这项研究为未来在社交媒体和体育管理奖学金中使用预测分析奠定了基础