This study focuses on the design and implementation of a cross- platform social system architecture for global application scenarios, aiming to build an efficient communication system that adapts to multiple platforms and integrates content marketing strategies. By using PEST  (Political, Economic, Social, Technological) tool and Porter's Five Forces model to evaluate the external environment and industry competition situation, combined with the 4I theoretical framework to diagnose content marketing problems, and adopting observation, content analysis, and comparative analysis methods, the macro marketing environment is sorted out from multiple dimensions of political, economic, social, and technological environment. Using the four principles of interest, interest, interaction, and personality to construct analysis categories, and combining information provision, relationship building, and behavior guidance to develop indicators in three dimensions, sample coding and quantitative statistics are conducted on the content of international media sample accounts. Research has found that there are four core shortcomings in current overseas social media content marketing: unstable content quality under the principle of interest, lack of creative themes; The proportion of urban brand information in the principle of interests is too high, and there is insufficient current affairs and interesting news content with weak interactive effects; In terms of interaction principles, the account activity is low, the interaction form is single, and there is a lack of deep user relationship maintenance; The principle of individuality lacks precise targeting strategies and does not implement content differentiation based on platform characteristics. Based on this, a four-dimensional optimization path is proposed: unifying visual standards to strengthen short video production and introducing IP based content to enhance attractiveness; Balance the proportion of urban brands with cultural and tourism, current affairs and interesting stories to enhance emotional resonance; Strengthen interactive questioning, account mention, and user feedback, and establish an interactive effectiveness evaluation system; Utilize AI technology and digital means to achieve personalized recommendations and increase investment in emerging platforms to enhance user engagement. The innovative application of the 4I theory provides a reusable architecture design and implementation path for similar international communication media. In the future, the application of AI in content generation, accurate recommendation, and intelligent interaction can be further explored, while paying attention to technical ethics and privacy issues to promote the improvement of international communication efficiency in the context of globalization.

Shuang Luan. Integrating 4I Theory into Cross-Platform Social Media Strategy: A Global Communication Architecture Perspective. International Journal of Big Data Intelligent Technology (2025), Vol. 6, Issue 2: 104-113. https://doi.org/10.38007/IJBDIT.2025.060211.

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