A brief analysis of the properties of the two microblogs

One day when I was chatting with two friends, I happened to talk about Sina Weibo and Tencent Weibo, a friend said that just to Sina Weibo is not accustomed to, or Tencent Weibo use can be used to point, this is, because, when I just from Tencent Micro Bo to Sina Micro-bleomycin, I also feel so, because not accustomed to, so with uncomfortable, And when I send a tweet out, the most important question is: no one to ignore me. And with that in my thoughts, I'm going to write an article about how I feel when I use two tweets to share with you.

I know, online already have too much about Sina Weibo and Tencent Weibo differences and differences between the article, but I think this article, should be counted as a coffin conclusive article, can be said to be a summary of an article.

User properties:

Sina NET and Tencent net two websites although are in the second half of 1998 founder, but in the early stage of Sina, development strength, popularity is higher than Tencent, and accumulated early a group of middle-aged and young loyal users, and now are in the middle-aged transformation. In addition, Sina's services besides the news, to the mailbox, forum, blog-oriented, sharp comments have been Sina's style, these service functions for Sina Weibo has accumulated a group of middle-aged and elderly characteristics of users. and Tencent's services to instant messaging QQ, Tencent space, games, alumni and other features, the style is more fashionable than Sina, more "dazzling", more in line with the adolescent mentality, these services and style for Tencent Weibo accumulated a number of more young users than Sina Weibo. (Excerpt from: Weibo is gender--on the difference between Sina and Tencent Weibo)

And, Sina as the media started, compared to Tencent's instant messaging started, more in-depth thinking, the crowd more mature.

therefore：

Sina Weibo: The crowd is young and middle-aged, the occupation is more, the Office clan. Thought more deeply and more active. To military, finance, tourism, domestic news, social trends and other major concerns.

Tencent Weibo: The crowd of students, youth. The position is many, student one family, to 15-25. Active Crowd: 15-20 or so. To play, life, entertainment as the main focus.

Web Site Properties

Sina Weibo: Media attributes, to the depth of thinking, reporting cutting-edge. And with the help of Sina, Sina blog to develop a group of many industry celebrities settled.

Tencent Weibo: Life attribute, why use the word of life? Because communication is a part of life, and Tencent users from the point of view of communication blurred, with social, living attributes more accurately reflect the entertainment of Tencent users, younger.

From this point of view, we will analyze the Sina, Tencent Micro-bo just online main user groups can be more clear to draw the distinction.

Sina Weibo just the beginning of the line, to open a blog in Sina's celebrity invitation mainly, then the main group is financial, business, media-oriented. Take the development of Sina Weibo with opinion leader. The move also received positive feedback from subsequent results. Sina's development, active degree, the number of opinion leaders are greater than Tencent.

Tencent has always been seen as a good project to follow the character of the following, in the state than Sina Weibo late one year, Tencent Weibo online, the main development of the object is webmaster, Internet practitioners. I remember at that time Tencent Weibo certification, can directly personal information through an Internet person certification. For the Internet, webmaster practitioners my first feeling is: home, spit groove, life, liberalization. And just the same group of people contributed to, Tencent Weibo later basic positioning,

Social properties

Tencent Weibo, using all of Tencent's products to get through the link with the microblogging, for example, micro-letter has a micro-blog newsletter. QQ has micro-bo business + buttons, Tencent Network has various columns under the micro-Bo Circle, QQ space and micro-blog interconnection. From this point of view, Tencent Weibo has become a QQ space, a network of friends a social extension. Originally Weibo as a micro-blog abbreviation, is a user relationship based information sharing, communication and access platform. And as a kind of media from the existence. From my point of view, Micro Bo is a kind of exchange of ideas, thinking and exchange, peer exchange of a product. Sina is news station, blog connected Micro Bo, just meet this. Tencent Weibo is the original life (social) attributes + Media attributes mixed together to promote the development of Tencent Micro-blog.

Based on this:

Sina Weibo: Will blog + Sina network connectivity micro-blog. From the original blog thinking depth, to the depth of Sina media properties, integrated into the micro-blog thinking depth, from Sina Weibo's president quotations, business ideas, such as Weibo ID, from micro-bo, the origin of chicken soup, from the origins of numerous micro-blogging events, we can also come to Sina has thought.

Tencent Weibo: The media +qq+ space + friends network, such as a pot stew all connected micro-blog, and QQ zone can be extended to the comments Tencent Weibo. The weak relationship of Weibo needs to be integrated into the social networking of acquaintances. Overlap Overlay. This is contrary to the microblogging concept of Weibo, my QQ space concern Lin Zhenggang teacher, Micro Bo also pay attention to Lin Zhenggang teacher, in micro-blog to learn information, knowledge, see his share very agree, and in the QQ space to play personal life when see this good theory of repetition will not have resonance, so instead play a negative role.

Ad Properties:

Du Zijian said the current microblogging does not have the advertising of the soil, but also needs to be nurtured slowly. I agree that microblogging as a micro-blogging, social products, its biggest feature is: interactive, user-friendly. Whether it is the official micro or individual on the above "outfit" will not be hot, only to allow themselves into the civilian population, interaction can be. At present, my feeling is that micro Bo suitable for personal drive enterprise marketing, enterprise official Bo humanized development of a situation. Individual drive enterprise development, say is to shape personal brand influence. Use the personal brand influence to drive the fan interactive communication enterprise. Enterprise official Bo with human nature, emotional to shape the brand image.

Mr. Maozhong, the famous planner, is: an important trait of Weibo is the transmission of information, which ultimately forms a fission reaction through the transfer between users and users. But this kind of information transmission pattern needs to rely on the user's forwarding and comment, and the fuse that pushes this fission reaction is the content that the microblog transmits itself. In the microblogging marketing process, the first thing to avoid as the spokesman said Mandarin, Boring press releases here is no market. Only by paying attention to people's way of life and adapting to the information of consumer demand, can we have reference value and practicability, and then we will be paid attention to by consumers.

For the role of microblogging marketing, Weibo has become a marketing war game can not be ignored a sharp weapon. Weibo is a place with unlimited possibilities, where the most active 100 million users in the Internet, most of them are young people living in the city, guiding the current public opinion, but also the most purchasing power of the future commercial market mainstream consumer groups. But how to make the brand through micro Bo and they establish communication channels, set up a platform to deliver brand value, but also need enterprises to spend some brains.

Finally, let's look at the development trend of Sina and Tencent:

According to a study published in the 2011 China Social E-commerce Report, China's social networking users have reached 370 million in 2011, a 17.6% increase from 2010, It is expected that by 2014 this scale will reach 510 million people, and social socialization has become the basic application of Chinese Internet.

As a new technology and tool, Weibo and micro-letters have brought great convenience to people's communication, communication and information sharing. The rise of social networks, some internet people believe, "Weibo and micro-letters are social tools used in two different scenarios." Weibo is for everyone, more like a sieve of information filtering, while micro-letters are more focused on communication and sharing between friends. Micro-credit is a small circle of social.

From the above, Weibo has a promising prospect. I predict Tencent and Sina's development path will not overlap later, will form a different situation. And the current members of Sina Weibo, free of charge to some celebrities, around the strategy or with opinion leaders to drive the user situation. Tencent Weibo's exerting force opinion leaders will not hinder Sina's footsteps. Life can not overcome the thought of the moment. The user base also can not achieve Tencent's breakthrough for the time being.

This time, the London Olympics, and see how the two major microblogging platform against. Tencent Weibo relies on Liu Xiang, to obtain a certain amount of the Olympic Games strength, whether it can take live Tencent Weibo is not known. At the same time, Chao's trip to London will certainly make the groom's microblog a gain.

Author: @ Jiangxi Zhu Junhua