Sina Weibo: The effect of activity is not as good as before

In the internet age, Weibo is undoubtedly the most popular information dissemination platform, and in the micro-blogging activities platform has been an important part of the enterprise micro-blogging operations, in my role as a marketing consultant in some enterprises, micro-blog activity has even become its official microblogging the most important to gain fans, increase the degree of activity of fans. But with the continued deterioration of the Sina Weibo ecosystem, the effect of micro-blogging activities has become increasingly poor, gradually reduced to chicken.

July 2012, I was invited to a company to lecture, when they had just held an event on Sina Weibo, 5,000 yuan about the prize input to get more than 40,000 users to participate in the event after the end of the Enterprise micro-BO fan number increased by thousands of. It seems to be a very successful event, but is this really the case? I opened the list of participating users for this activity and saw the results of the following figure:

The company does work in Beijing, but their activities are all over the country, but I see their participation in the account (because these accounts are obviously not real users) almost all from Beijing, and the name of the account also has a uniform registration rules, the obvious zombie powder. I'm not sure if these zombie accounts are the company's own business to brush the heat or to get prizes, but I have to laugh in the face of the enterprise microblogging operations manager's jubilant boast.

Since then I have been writing to call on Sina Weibo to reorganize zombie powder, because the problem of zombie powder is almost serious enough to threaten the stability of Sina Weibo ecosystem, but Sina does not have any movement, seems to revel in the false prosperity of zombie powder. Until one day, the state issued the relevant provisions of the real-name real-name, when I saw the registration of micro-Bo need ID number, the heart is looking forward to this policy will bring effect, but the reality of the bone once again told me: villains, outsmart.

The image above is a list of participating users of a popular microblogging activity I just saw recently. I do not know what you can find, if not in the knowledge, I almost to the internationalization of Sina Weibo success applauded. A domestic company for domestic users organized a micro-blog activities, the majority of participants are overseas users and Hong Kong, Macao compatriots, this is clearly not normal. I am not sure of the specific reasons for this, but I suspect that overseas users may not need to enter their ID card number.

The most deadly thing is that many of the zombie powder involved in the activities of the Organization to operate their own operations, why do this? On the one hand, the zombie powder enhances the activity hot movement, may attract the more real user participation. On the other hand, the activity of 90% of zombie powder can make real users the chance of winning is very low, the last prize is their own zombie powder, the enterprise can be the prize recycling, put to the next activity to continue to use.

Even some large enterprises that do not use zombie powder, their activities in micro-blogging are also subject to the impact of zombie powder, because big companies often give attractive prizes, whether it's a mobile phone or a laptop, if someone starts tens of thousands of zombie powder to participate in the event, the chance of winning the final award is very high.

The above situation leads to two consequences, first, the enterprise that controls zombie powder, the rubbish activity often occupies the best position of the popular activity list. Second, companies that really want to organize their activities on micro-blogging platforms are almost always given the "zombie powder" income bag.

As a result, many enterprises can only improve the participation of activities, limit the number of users to participate in the activities of the qualification and other methods to avoid the impact of zombie powder, I have seen such an activity rule: participate in the user must register micro bo more than a year, must pay attention to enterprise accounts, forwarding activities microblogging, write to the blessing of the Enterprise, @ a few friends, Bask in the photos of their activities, and finally through the enterprise selection to get prizes. Such rules can obviously limit zombie powder, but at the same time, too much difficulty in participation limits a considerable number of real users, so that real good activities to participate in fewer users, more difficult in the top of the list of activities, into a vicious circle.

If the number of users involved in the microblogging campaign is large enough, enterprises may also be able to endure, but with zombie powder rampant, ordinary users are less likely to win the award, the user participation in the activity is increasingly low, coupled with micro-credit platform for users of micro-blog diversion, micro-blog activity is almost miserable. We often see an enterprise to take out tens of thousands of of dollars of prizes to organize photos or content collection activities, and finally really bask in the photos or write the content of the user is only chat hundreds of, tens of thousands of yuan input to get hundreds of people's real participation, such input and output than who can accept it?

In the face of such a reality, we can only appeal to Sina Weibo to increase the strength of the zombie powder, on the other hand warned to want to use micro-blog activities to enhance the vigilance of enterprises! However, until today, there are people advocating the "magic" effect of micro-blogging activities, such as "XXX Company To tens of thousands of yuan of input to obtain tens of millions of sales return "and so on, for such a" classic case, I can only say that even fairy tales do not dare to write Ah!