Personal skillful Talk: How to reflect the marketing quality from the enterprise Weibo data

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How enterprise Weibo data is collected

This time to "animal" enterprise Micro-Blog For example analysis, then in Sina Weibo, Tencent Micro Bonnet to find someone-tags and other ways to find "animal" enterprise Micro-blog. Sina has collected 106 enterprise micro-blogs about animals and Tencent has searched 38.

In data collection, the arrangement of microblogs is in accordance with the laws of nature, Sina Weibo to the number of fans (Tencent is the number of listeners) from high to low, fans are one of the important elements of micro-blogging, but also the first to judge one of the criteria, so I choose this as the core, so I chose the number of fans as the ranking rule.

First observe, draw up a collection of content forms, then start to collect!

How to collect Enterprise Micro-blog data

Through the data step-by-step collection, and then began the analysis of the data, I collected micro-blog number of fans (audience), growing number of fans (daily audience number), the number of attention (listening), microblogging number, original number, reprint number, Enterprise type, concern type of user, forwarding number (original)/day, forwarding number (reprint)/day, Daily forwarding of the highest microblogging, Comments (original)/day, Comments (reprinted)/day, tags, activities, micro-blog blur date, date of data collection, etc. for further detailed analysis.

Detailed analysis of enterprise microblog data

(1) Number of fans (audience): This sub-item is a basic decision-making micro-Bo authority of one of the important factors, except the brush fans of Weibo, basically fans (audience number) of the height, but also determines the impact of micro bo important measure.

(2) Growing number of fans (daily audience number): The number of daily increment directly reflects the company daily through the micro-blog message in the user fans and Weibo other users of the attention of the extent and influence, can also indirectly disclose the business model of good or bad.

(3) The number of attention (listening): Micro-Bo's attention (listen) The number of how many, but also indirectly reflects the enterprise micro-blog operation of the basic trends and communication concerns of the object platform. By contrast, Tencent Weibo's micro-blog to listen to a small number of enterprises, and the number of Sina's attention is generally many, the proposed enterprise micro-Hakata and peer enterprises and celebrities to exchange and interact, so that publicity will be more effective.

(4) Micro-bo number (original number + reprint number): The daily publication of micro-blog also directly reflects the real activity of a business microblogging, which naturally divides the original and reproduced micro-blog number. Enterprise Micro-blog daily need to publish and business-related news, activities, such as micro-blog, appropriate reprint peers or high popularity of micro-blog messages, not only with active users to exchange, chat, mutual help, but also to a certain extent to arouse the attention of everyone, and then to brand awareness, improve their own fans attention.

(5) Weibo blur date of launch: Why is it called fuzzy opening date? is because the release of micro-blog can be manually deleted, Rob Master deleted his own published the first micro-blog, then we will not be able to accurately statistics on the launch date of this microblogging, it is called the fuzzy opening date. The statistics roughly understand how long the company's microblog will take to start at the current stage, and further explore the ways in which the microblog has been run.

(6) Type of enterprise: This is only for the study of Enterprise Micro-blog, from different types of the same industry to analyze, how these enterprises from different aspects, different ways to operate micro-blog, publicity enterprises.

(7) Attention to the type of users: this is similar to the number of concerns, mainly observing the enterprise Micro-blog and which users to communicate, interoperability.

(8) forwarding number (original)/day, forwarding number (reprint)/day, Comments (original)/day, Comments (reprint)/day: These four statistics, you can clearly see what is the content of enterprise microblogging blog to arouse the attention of users and fans, and which users participate in the reprint and comments, It can also be sampled to see which users are frequently involved in forwarding and commenting, or which users are cooperative accounts, vest numbers and so on.

(9) Daily forwarding of the highest micro-blog: This is to focus on the selection as a key statistical object of the credentials, to borrow this micro-blog can be seen the number of users of the forwarding, geographical division and fan numbers, and the number of comments and the number of forwarded to explore whether there is a celebrity participation, or often with other certification, grassroots users interoperability.

(10) Tags: This is mainly to the enterprise micro-Bo attribute to give a conclusion, it can be seen that the type of attention to the classification.

(11) Activities: This activity is directly related to how companies regularly interact with fan users, and what is the theme of enterprise activities, through which way to carry out. This is also the key to the study of business operations.

(12) Date of data collection: This is a very important object of study, to observe the microblogging is not a moment to statistical information, in this statistics, time and date of the development of the data from the daily micro-blog to detect the general operating direction of the enterprise.

Personal Summary

In the process of collecting data, know the different types of enterprise Micro-blog operation of the approximate model, understand the daily update and publicity of the blog content, direction of the message is what, so you can determine how the enterprise is through micro-Bo to carry out enterprise promotion, and then determine a point: the status of the network marketing microblogging can not be ignored!