# DPMS: Data-Driven Promotional Management System of Universities Using Deep Learning on Social Media
## 5 DPMS Implementation and Analysis
### Real-Life Social Media Response  
According to the classification of the BiLSTM network, the experience of the stakeholders is better at the library. And it is poor in the accounts and finance division. The admission office belongs to the average category. And the registrar's office is neutral, according to the feedback. Four social media promotional posts have been created in this experiment and shared, with a difference of seven days. The reactions on social media are listed in Table 5.  
Table 5 provides an in-depth analysis of social media reactions to four types of posts--Good, Average, Neutral, and Poor--as classified by a BiLSTM network. For the 'Good' posts, most reactions are positive, with 119 'Likes' and 115 'Loves', signifying high levels of audience approval and emotional engagement. Negative reactions are almost negligible, suggesting an effective level of identification for high-quality content. 'Average' posts garner a balanced mix of positive and negative reactions, with 63 'Likes' and 60 'Loves', but also 19 'Angry' and 18 'Haha' reactions, indicating a moderate level of resonance with the audience. 'Neutral' posts elicit relatively muted reactions, with 'Like' leading at 24, and minimal instances of 'Angry' and 'Sad'. However, 'Poor' posts show a distinct pattern, attracting many negative reactions--95 'Angry' and 52 'Haha', juxtaposed against only 15 'Likes' and 11 'Loves'. This strongly suggests that the BiLSTM network's classification correlates well with public sentiment, effectively distinguishing high-quality posts from those that are poorly received. See Figure 8.  
\begin{table}
\begin{tabular}{l l l l l l l l} \hline \hline  & \multicolumn{2}{c}{**Positive**} & \multicolumn{5}{c}{**Negative**} \\ \hline
**Classification** & **Like** & **Love** & **Care** & **Wow** & **Haha** & **Sad** & **Angry** \\ \hline Good & 119 & 115 & 32 & 25 & 3 & 0 & 5 \\ \hline Average & 63 & 60 & 56 & 42 & 18 & 7 & 19 \\ \hline Neutral & 24 & 15 & 10 & 5 & 7 & 10 & 5 \\ \hline Poor & 15 & 11 & 6 & 1 & 52 & 18 & 95 \\ \hline \hline \end{tabular}
\end{table}
Table 5: Reaction in social media toward four types of posts classified by BiLSTM network.  
Figure 7: Comparison between the BiLSTM prediction and human observation.  
The graphical illustration in Figure 8 demonstrates that the content classified as 'Good' by the proposed DPMS receives a higher positive response, which results in a higher engagement in impression. It involves the brand value of the university. On the other hand, content classified as 'Poor' by the DPMS receives a higher number of negative reactions and marginal positive reactions. It causes less engagement and impression. It also negatively impacts on the brand value, and students become demotivated to submit admissions to the promoted university. The data presented in Table 5 and the graphical representation in Figure 8 strongly suggest that DPMS-guided promotional activities are more effective than randomly sharing content on social media. The average negative reaction reduction calculated by Equation (36) is 31.25%.  
\[N_{arg}=\frac{\frac{1}{k}\sum_{i=1}^{k}Pos_{i}-\sum_{j=1}^{k}Neg_{j}}{\sum_{i= 1}^{k}Pos_{i}}\times 100 \tag{36}\]