Using Twitter Data for Effectiveness Evaluation of Islamic Republic of Iranian Broadcasting

Has been for a long time, effectiveness considered by organizations as a measure of achieving the goals of stakeholders. Now, audience are the key stakeholders of media and the measure of effectiveness is their goals. Therefore, in the world's top media, efficient models have been designed to evaluate effectiveness of programs from the audience's point of view. These models use social network data mining. Because social media data is accurate sources and without orientation of audience needs. The purpose of this study is to investigate the ability to use the Twitter user data in content effectiveness evaluating of the Islamic Republic of Iran Broadcasting. in previous research, interview tools or questionnaires have been used to collect data, which have problems such as gatekeeping and orientation. In this study, we investigated the ability to use Twitter data to effectiveness evaluate. This research has been done in two Steps. First step, based on in-depth expert interviews with 15 persons and thematic analysis method, we extracted a model for the content effectiveness evaluation. That include 5 main Component; Input, process, output, monitoring unit, research unit and 26 sub-components. In the second step, we mined Twitter user data about six series aired in 20 march to 20 December 2020, based on an unsupervised Clustering and analyzed by Rapid minder software and content analysis method. The results showed that both content analysis and Structural analysis methods can be used for content effectiveness evaluation. Also, Twitter data mining can be used in the precontent planning, the pre-production, distribution and feedback stages of the effectiveness evaluation model.