Evaluation and promotion of social influence of red culture based on big data of the internet of things

With the advent of the digital era, red culture communication faces the problems of insufficient coverage and single transmission path. By integrating online social media data and offline audience behavior data of Red Culture Museum, the research constructs a set of influence evaluation model and optimizes communication strategy through social network analysis and influence diffusion model. The results show that the optimized transmission path has expanded the coverage, the user interaction rate of the online platform has increased by about 15.6%, and the offline participation rate has also increased by 58.2%. This study provides support for the dissemination of red culture and lays a foundation for the research in the field of cultural communication.