Sina Weibo, returned to calm by irrational exuberance

Author: @ Empty December 5, 1996, in the face of continued prosperity and sharp gains in global equities, Fed chairman Alan Greenspan made a judgment of "irrational exuberance". In 2000, Shiller the title of the book and predicted the Internet stock market bubble

Author: @ Seek space

On December 5, 1996, the Fed chairman, Alan Greenspan, made the judgment of "irrational exuberance" in the face of continued boom and sharp gains in global equities. In 2000, Shiller the book and predicted the bursting of the dotcom bubble, and a few years later, Shiller revised the book and aimed at the real estate market, where he once again magically predicted the bursting of the real estate stock market bubble.

The story of "irrational exuberance" is not to Shiller, but to remind us of the need to be vigilant for those who are too much preached.

Today, many people complain that Sina Weibo is less active, and that it was seen as the star of Tomorrow 2 years ago, Sina Weibo seems to be in just 4 years or so in a short period of time has experienced from the preaching to sing the decline of the process, it is like a patient with premature disease, not fully enjoy the youth, it has entered the deep old, a pair of "see him up Zhu Lou, See his banquet guests, see his house collapsed "desolate scene.

But wait a minute, is Twitter really less active? In my opinion, the microblogging activity is not reduced, but the return to its true nature, the heat of the year was only an overly advocated bubble, but a kind of irrational prosperity.

Back to the quiet microblog

Since its inception, the concept of micro-blogging has attracted much attention according to Baidu Index, 2011--that is, Sina Weibo was born almost two years ago, the impact of this concept reached a climax, as the said, at that time to party a proposal, do not talk about microblogging marketing, you are embarrassed to say good-bye. No one thought that Weibo had reached its peak in just two years, and no one thought it would be so short-lived at the apex. After a 2011-year boom, the impact of Weibo has been reversed until it stabilizes to its level in early 2011.

Why does Weibo experience the "ice and fire" situation in less than 4 years? From my personal experience, at that time because of the micro Bo Hot and registered Weibo new users, and then found that no one to play with their own, so back to the QQ space; At that time because of micro-bo marketing hot and pulled to a group of party B Company, was found to be completely trick, and was abandoned by party a , along with the large number of zombies that were created by poor air because of the marketing needs of large and marketing companies.

"The tide receded to know who was swimming naked," Buffett said. "The 2011-year microblog was touted as a big bubble, and now it is just returning to calm and revealing its true nature."

Weibo is becoming a large star stage

In that year, the decline of Digg in order to save themselves in the revision made by senior users to increase the weight of the evaluation. However, this practice led to a senior user "promises", the general user two-bit situation, and ultimately make a large number of users sad to quit. Although Sina Weibo did not take the initiative to increase the influence of senior users, the result has actually been formed. In the strong relationship of QQ space, you send a state, generally always get a few friends of the comments (now the circle of Friends also apply), but in the weak relationship of Sina Weibo, you send a micro-blog, it is likely to reap 0 reviews. The same microblogging, large size or star to send, may get a thousands of of the rating, but your hair, the result is completely different. Open Sina Weibo's 24-hour popular microblogging list, you calculate the size and star of the content, there are several?

Weibo is becoming the first source of sudden and important events

Weibo is not good enough to be active most of the time, but it is completely reversed after a sudden or momentous event, and in this case, not large users are also often subject to a higher degree of concern.

At the scene of the emergency, can be the first time to obtain information and broadcast it to the general microblogging users, such as in the 723 train events and Yaan earthquake, the people who are near the scene is often the most important information communicators. One of the first images of an Airbus airliner landing on Hudson in New York in 2009 was filmed and spread to Twitter by an iphone first-aid crew, a picture that has been known to date.

In the aftermath of the incident, live microblogging users tend to get a higher degree of concern, but this advantage will not last long, until a group of sensitive media accounts is reflected, they will take over the job, and the event will be fully and deeply displayed (Weibo may appear as a link with the site), To let the public know the ins and outs of the events. But whether individuals or media accounts face sudden or major events, they choose the first channel of the most is Weibo.

Weibo is becoming an important source of news and commentary material

Weibo has a number of celebrities and famous enterprises, people across the political, economic, cultural, education, entertainment and other fields, enterprises are more than the most well-known enterprises in the world, these celebrities and the name of the enterprise's every move is itself a news clue, with these clues, in many ways, Reporters or paparazzi (meaning entertainment) do not have to go to the interview, follow the film, as long as the focus on their microblog trends, and the first time to report out on it.

For example, for many stars, they face reporters cross-examine private life is often tight-lipped, but it is likely to publish on Weibo, if I remember correctly, Athena pregnant information is her initiative on Weibo published.

Not just the news, but many of the media's comments will also draw on the views of Weibo celebrities. Celebrity views are often authoritative and easy to spread widely, put in the traditional media era, the media can only send reporters to obtain views, and now, the name people like to Jiangshan on Weibo, and the media as long as the resolution, interpretation can be. Open FT's Chinese version of media notes, which will almost always use a celebrity Weibo view.

From this point of view, Twitter is becoming more and more of a Twitter-waving microblog.

Users change from blogging to micro Blog

Weibo users are now more than 500 million, but inactive users to take up most of the 500 million of the more than 300 million are zombies? Not necessarily, for most users, they do not receive attention on Weibo, does not mean that he can not focus on others. These people in the company to see micro-blog, because it takes energy to write microblogging, and look at micro-blog is much simpler; these people on the commute road to see micro-blog, because write micro bo consumption of traffic is much larger than to see micro-bo, hehe; They have gone to the micro-trust friends circle. Of course, these people are not just not read, they are in an emotional rage (such as China 1-5 to Thailand) will also forward or express anger, in the face of major events (such as the Yaan earthquake) will also express concern, so they are more like a dormant volcano.

Microblogging has become more and more like a media, as the media, we often look at the news on the above, to see what the celebrity dynamics, is still a good choice.

Back to rational Weibo marketing

Over the past 4 years, Weibo has become a less-than-magical 2.0-media platform from the hype. The same is true for Weibo marketing. Microblogging marketing concept in China was born later than Weibo, from the Baidu Index, it rose from the beginning of 2011, to the beginning of 2012 to reach the peak (its leap is more exaggerated), and then like micro-bo turned straight down, until now stable in the 2011 years before the rise of the level.

Like Weibo, microblogging marketing has also gone through a period of hot and singing, once, microblogging marketing has been touted as omnipotent, and now we find that this is not the case, it can do things, but not omnipotent.

From preaching to return to rationality

2011, after the birth of Weibo marketing concept, the industry has emerged Durex this successful case, this case makes countless enterprises envy unceasingly, party a company found this is a small broad good place, party B found this is a good opportunity to pull business, everyone think that Durex's success can be replicated, So for a time microblogging marketing, then a lot of party B's operating account KPI is the amount of fans and the amount of evaluation, can be a while, party a found that, although the operation of the account number of party B is good, but Durex is still the Durex, but he did not become Durex. So for party A, on behalf of the operation became a pit dad business.

More than two years of time, micro-Bo marketing also in the process of the tide scouring the sand continuously remove impurities. When party a finally found that the transfer of the account on behalf of the operation of water and no longer trust party B, party B began to explore the industry and work hard to move forward, and in this regard some companies are doing a positive exploration, they are no longer simply to the fan volume and evaluation, but in a more sophisticated way to assess the KPI.

On the other hand, the micro-power is not boundless, micro-bo marketing is just a part of all marketing links, online + offline integrated Marketing is the marketing trend.

From rough marketing to fine marketing

Weibo is not omnipotent, it just needs to move from a rough, flooded navy to a stage of fine marketing.

For example, microblogging is a good customer service platform, many customers will be on the microblog to share their experience or complain about the product of the problem, then Enterprise Micro-BO can respond to this or provide solutions, this information is extremely important to the enterprise.

For example, in terms of PR, Weibo is the fastest vocal channel. Siemens, which had failed to deal with the complaints of Luo, has been massively resisted, and Air China has solved the public relations crisis caused by the Lao Luo by Weibo, without making the crisis wider.

For example, once the large number of companies to pick up the micro-blog is a rough direct forwarding, and now some of the relatively large will not be suitable for the transfer of the content of their own forward and not the full collection, there are some large such as gifted small panda, leaving a few hands, such as active from the media Advertising is often done by implanting advertisements or by making them less objectionable.

Weibo marketing time is not long, there are problems are normal, now for micro-blog marketing, the need to say goodbye to the kind of navy flooded, pure pursuit of the amount of forwarding and exposure of the so-called marketing.

Weibo was born less than 4 years ago, micro-blog marketing has been born less than 3 years, but they have been too much advocated by the "irrational exuberance" stage, after the bursting of the bubble, they appear to be the face. Now it seems that Weibo is increasingly heading towards the 2.0 media platform, and microblogging marketing is becoming an integral part of traditional marketing.

The author of this article: @ Seek space, micro-bulletin board member, micro-trust public account: Micro-poster (Weibanbao)