Household waste segregation and recycling is ranked at a high priority of the waste management hierarchy. Its management remains a great challenge due to the high dependency on social behaviours. The integration of Internet of Things (IoT) and subscription accounts on social media platforms related to household waste management could be an effective and environmentally friendly publicity approach than traditional publicity via posters and newspapers. However, there is a paucity of literature on measuring social media publicity in household waste management, which brings challenges for practitioners to characterise and improve this publicity pathway. In this study, under an integrated framework, data mining approaches are employed or extended for multidimensional publicity analytics using the data of online footprints of propagandist and users. A real-world case study based on a subscription account on the WeChat platform, Shanghai Green Account, is analysed to reveal useful insights for personalised improvements of household waste management. This study suggests that the current publicity related to household waste management leans towards propagandist-centred in both timing and topic dimensions. The identified timing, which has high user engagement, is 12:00–13:00 and 21:00–22:00 on Thursday. The overall relative publicity quality of historical posts is calculated as 0.95. Average user engagement under the macro policy in Shanghai was elevated by 138.5% from 2018 to 2019, during which the collections of biodegradable food waste and recyclable waste were elevated by 88.8% and 431.8%. Intelligent decision support by publicity analytics could enhance household waste management through effective communication.

家庭废物分类和回收在废物管理体系中处于高度优先地位。由于高度依赖社会行为，其管理仍然是一个巨大的挑战。与传统的海报和报纸宣传相比，物联网和与生活垃圾管理相关的社交媒体平台订阅账户的整合可能是一种有效且环保的宣传方式。然而，衡量生活垃圾管理中社交媒体宣传的文献却很少，这给从业者描述和改进这种宣传途径带来了挑战。在本研究中，在集成框架下，利用宣传者和用户的在线足迹数据，采用或扩展数据挖掘方法进行多维宣传分析。通过对基于微信平台订阅号“上海绿色号”的真实案例研究进行分析，揭示了个性化改进生活垃圾管理的有用见解。本研究表明，当前与生活垃圾管理相关的宣传无论在时间维度还是主题维度上都倾向于以宣传者为中心。确定的用户参与度较高的时间是周四的 12:00–13:00 和 21:00–22:00。历史帖子的整体相对宣传质量经计算为0.95。 2018年至2019年，上海宏观政策下的平均用户参与度提升了138.5%，其中可生物降解餐厨垃圾和可回收垃圾的收集量分别提升了88.8%和431.8%。宣传分析的智能决策支持可以通过有效的沟通加强家庭废物管理。