In the age of digitization, social media has become one of the main catalysts of marketing evolution for businesses because of their broad reach. For effective evaluation of social media marketing efficiency, this research paper proposes an evaluation framework based on three aspects: brand communication, user interaction, and sales conversion. Based on the combination of information entropy and uncertainty measurement theory, a model of social media marketing effectiveness is created. The marketing performance will be classified and rated based on confidence identification. In this research, Weibo, WeChat, Xiaohongshu, and Douyin were selected as research objects, and the research will investigate consumer satisfaction and preferences regarding social media marketing activities by using questionnaires and perform an overall evaluation of the marketing effectiveness of a specific turkey noodle brand. There is a significantly strong positive correlation (P<0.05) between social media marketing efficiency, brand communication, user interaction, and sales conversion. 68.81% of consumers showed satisfaction or high satisfaction with social media marketing activities. Sales conversion exerted the greatest influence (39.51%) on social platform marketing effectiveness. The social platform marketing evaluation system enables precise assessment of brand marketing proficiency. Enhancing social platform marketing effectiveness requires further optimization of marketing deployment strategies and innovative content creation aligned with the “3*3” principle.
