Sina Weibo's three big opportunities

Abstract: The Author: @ Small Circle Pear Recently, the rumors of Sina Weibo listing finally become a reality. Sina Weibo has submitted an IPO application to the US Securities and Exchange Commission, which plans to raise up to 500 million dollars. There are many articles in full swing analysis: Sina Micro

Author: @ Small Circle Pear

Recently, the rumors of Sina Weibo listing have finally come true. Sina Weibo has submitted an IPO application to the US Securities and Exchange Commission, which plans to raise up to 500 million dollars.

Many articles have been enthusiastically analyzed: Sina Weibo in the end how much money? I think: Sina Weibo to be profitable, vibrant life, we must give full play to its media attributes, large data advantages, and the unique social ecological attributes. Throw out the three big opportunities that I think Sina Weibo will be in the future:

First, look at its media attributes again, and make it the ultimate.

Sincerely sigh: Sina Weibo did not play well, activating its media attributes, the strong gene from the womb.

Micro-letter advocates "small individuals, but also their own brand." But in terms of "personal branding", Sina Weibo is less forward-looking and less supportive of the potential "personal brand"; in other words, there is no innovative system to help individuals build their brands.

Back then, relying on Sina Weibo's blowout boom has emerged a group of personality, thoughtful "niche opinion leaders." (The term "niche" is used here to define the domain.) "Niche opinion leader" is not a hand, a large red, or a star, they are a field/industry experts/professionals, they have a field of in-depth research, unique insights, in the industry has a certain degree of visibility and the right to speak. Their microblogging content is not empty, there is quality, there is worth seeing, can give people enlightenment. However, Sina Weibo did not gather the group of opinion leaders who grew up on its own platform to give full reward and systematic support, instead, it is now a micro-letter, a high-quality personal public platform to emerge.

As far as companies are concerned, the media attributes of Sina Weibo are still meaningful. Weibo is a big platform without doors and windows, and everything that happens here is made public. In the micro-boping platform, and the target customer interaction, the most important thing is: to allow fans to interact with each other, to create a fan of the aggregation platform, which is the congenital advantage of Weibo. Because of this, Micro Bo is still the corporate crisis PR social media main position. Because Micro Bo is no windows and doors, 360 degrees transparent, when the enterprise crisis, many people will habitually, first through micro-blog search Enterprises In this information, onlookers public talk. At this point, the company's position on the microblog is crucial. If you plan to "turn adversity into a machine", Micro Bo also take water and soil.

Therefore, regardless of individual or enterprise, Sina Weibo next development must pay attention to its "media"!

Second, the bonanza of large data.

Sina Weibo's people, large to three views, small to hobbies, and social relations, etc., will not help to expose on the microblog. Of course, micro-letters can also bring together these personal dimension features, but micro-letters are relatively closed-loop spaces, and microblogs are open platforms. We also see: in the fourth quarter of 2013, Sina Weibo recorded revenue from data services for the first time, and with the help of data services, Sina Weibo's advertising revenue grew by 114% Year-on-year and nearly 60% in the chain. How to dig this Open data bonanza well? Worth looking forward to.

Third, I never think that micro-blogging and micro-letters have the "who replaces who" relationship.

Weibo's "square" social media attribute is not a substitute for micro-letters, and Weibo's social attributes and micro-letters are certainly different. People need a strong relationship chain of micro-social, but also need a weak relationship chain, but more accessible, more conducive to open up network of micro-blogging social. One of the greatest charms of Weibo is that on Twitter you can find people who are like-minded or you need to know. Although the chain of relationships between them is weak, it is pluralistic and rich. However, this is completely different from the micro-letter social attributes, seems to be ignored by Sina Weibo. How to develop? The space of imagination is very big.

The above three points of opportunity, look forward to Sina Weibo after the listing breakthrough, and not just looking at the urgent business to cash out.