Reading: One small step in Weibo, a big step in marketing

Last year, Tencent Weibo launched a micro-blog reading index, I think this is a very important change, and then I interviewed in the media repeatedly called on Sina to launch the same function as soon as possible. Some time ago, Sina finally sheepishly gave a reply: A blogger can see only reading volume indicators.

The reason why I value reading so much is that the chaos of micro-blogging marketing and even the whole social media marketing has lasted a long time. Since the start of micro-blogging, the concept of micro-blogging began to heat up, but a few years later, microblogging marketing still does not have a mature and widely recognized ROI calculation, and Weibo reading volume, but it is possible to change this situation.

At the beginning of this year, my new edition of the Mobile Product Ann Doctor released, a well-known http://www.aliyun.com/zixun/aggregation/26107.html "> Mobile website micro-Broad to find me, said they have 500,000 of fans, Just 500 bucks for forwarding. I asked how many users 500 dollars could bring us? The other person replied poorly. So I put forward hope that in their Tencent micro-blog, because Tencent Weibo has reading indicators, even if the number of active users is not optimistic, reading volume can let me have an understanding of the effect of brand promotion. However, the other side said they do not have Tencent Weibo, then I think, probably because Tencent micro-Bo Zombie powder more difficult to buy. Finally, I still spent the 500, the right as a test, and the results did not surprise me, 500 to bring us 11 user activation, a single activation cost close to 50 yuan, than other channels, the price is a full 20 times times higher!

I think a lot of enterprises have such a puzzle, said the micro-Bo marketing good, but do not see good, some so-called microblogging marketing success stories, keep talking about their very creative micro-blog content caused by a large number of netizens attention, but this concern to the enterprise brought a few orders, brought a few dollars of income but can not calculate. Many microblogging marketing organizations use the number of fans, forwarding volume and other indicators to measure the effect of microblogging marketing, however, whether the number of fans or forwarding volume, are very easy to cheat, I know a micro-blogging operations team, they have half the workload is used in the brush zombie powder and brush reviews, in their view, If you do not give each micro-blog brush more than 10 comments, the micro-blog atmosphere is active, the enterprise is not willing to pay tens of thousands of dollars per month of operating costs.

And these so-called micro-blogging marketing agencies for the introduction of micro-blog reading is still very afraid, because the enterprise more than a judge of micro-Bo marketing effect of indicators, their cheating costs higher. It is also difficult to survive, as mentioned above, by swiping a large amount of zombie powder to deceive advertisers, because it is easy to figure out how many real fans he has, and then give a reasonable offer, through the amount of reading the Weibo has previously read. It is a pity that Sina Weibo's reading is not public, only the bloggers can see it, which is tantamount to leaving the speculators with a way to live.

So, the most frightening thing is Sina Weibo, the official fear of reading indicators, Sina Weibo is now rampant zombie powder, if the advertisers see a millions of fan Weibo account of the microblog only tens of thousands of of the reading, they are willing to spend tens of thousands of to let it forward advertising content? Even if the flow of social media is much higher than the average media, a piece of money is expensive to read a bit outrageous, traditional network media often 1000 to collect a few dollars. If advertisers are unwilling to continue to pay for the bubble, the business value of the micro-broad and Sina Weibo itself will be revalued. So after the Tencent Weibo quietly launched reading volume after such a long time, Sina also dared not follow.

Fortunately, Sina has taken the first step, although this step is a little shy, I would like to appeal to Sina to launch the public and visible micro-blog reading indicators, which will be the purification and standardization of micro-Bo marketing market important means. Don't underestimate the amount of reading that can be seen on Weibo, a small change that may be a big step forward for Weibo marketing.