Straighten out Weibo reading environment

Absrtact: In the background of Micro Bo commercialization, Sina has publicly stated that it should standardize the marketing market of Weibo. This released two signals to the outside world: first, Sina wants to rectify the false information and excessive marketing behavior on Weibo, second, Sina wants to reverse the grassroots micro-broad (Big V) Fierce

In the micro-bo commercialization of the background, Sina announced the public to standardize the microblog marketing market. This to the outside world released two signals: one is Sina to rectify micro Bo on the false information and excessive marketing behavior, the second is Sina to reverse the grassroots micro-broad ("Big V") to make advertising fees, their own platform but not to make money embarrassing situation. There is news that, through the micro-Bo marketing Platform "micro-task", Sina to "Big V" into 30% of the advertising costs, and micro-blog marketing activities into the management platform.

Straighten out Weibo reading environment

In contrast to the growing popularity of micro-credit, Weibo has recently been plagued by stagnant user activity – the frequency with which users are tweeting and the time to watch Weibo decline – disinformation and excessive marketing that interferes with the normal reading of Weibo users. Sina said the latest survey reported that some of the so-called micro-broad is not a basic review of information, fraudsters will often be in the microblog comments in the link to add phishing, so that users do not know how to suffer losses.

"World Show" CEO Li Yu, who runs Sina Weibo's "micro-task" platform, points out that the above irregular behavior, in addition to interfering with ordinary users of micro-blogging behavior, but also disrupt the micro-Bo marketing Market order, if not timely norms, will reduce the credibility of micro-BO platform, thus affecting the real intentions to do micro-bo marketing third-party.

Therefore, Sina hopes that through the "micro-task" platform to standardize the micro-bo order, while providing third-party service providers with false information filtering, account value assessment, promotional support and professional sales trust, such as professional services, these services are micro-blog to achieve the basis of commercial marketing. Li Yu Introduction, "Micro-task" platform is currently mainly for three types of account monitoring, including: Published false information or counterfeit merchandise advertising information, users reported micro-blog account, without the micro-task platform published commercial advertising information microblogging account, the external advertising quote Weibo account.

Sina issued a statement to reporters that "the primary objective of the micro-task platform is to standardize market order," We encourage marketing accounts to be added to the micro-task system so that the platform and third parties can jointly protect the healthy micro-blogging ecosystem to protect the user experience on Weibo; The authorities have been supporting the development of third parties, Hope and welcome the promotion of the ability of individuals and grassroots account to actively join the micro-task, to achieve sustainable development and greater value. In fact, Sina Weibo last December has launched the "micro-Bo business code of conduct", the regulation of the release of award-winning activities, advertising and other micro-blog behavior. Li Yu said the authorities will continue to optimize the business behavior monitoring and regulatory mechanisms to ensure that the user's normal use is not affected.

Paving the road for commercialization

Although Sina official said that "micro-task" platform is set up to standardize the environment, and the commercialization of Sina Weibo is not directly related, but because the platform for "Big V" of the distribution of advertising behavior, the outside world is more willing to see the big reorganization of Sina Weibo as a paving for commercialization.

According to Sina's explanation, companies and individuals can authorize "micro-task" applications and publish tasks in the form of select the Weibo account to be used for business information or forwarding; Any microblog account can authorize "my micro-task" application, through the system audit to become a member of the micro-task system, Have the opportunity to receive the relevant account release task, the microblog account can choose to perform or reject the task according to the content of the task; This so-called "task", simple understanding is to forward the advertising nature of the microblogging content. However, Sina Weibo will take 30% of its mission-pay as a split. This is seen as the way Sina Weibo earns money from "Big V".

Sina data shows that Sina Weibo active enterprise microblogging users more than 260,000, corporate micro-blog posted on the daily average of 400,000, daily blog exposure of 3.6 billion, 250 million micro-blog users focus on corporate micro-blog account. Sina Business planning and Development general manager Fan Liang said, on the one hand, the Enterprise Micro-blog market is growing, on the other hand, micro-BO marketing has long been farewell to the "only fan theory" of the initial stage, more and more enterprises to micro-blog marketing put forward new requirements, which provides a third-party service provider opportunities In Sina's micro-blogging ecosystem, third party service providers are also important components. In fact, in addition to the micro-mission platform, Sina Weibo has launched a series of support programs to drive the entire enterprise microblogging market prosperity. Last December, Sina Weibo launched a service provider platform, from the official micro-operation, campaign marketing, application customization, data analysis, training and consulting five aspects of excellent marketing cases recommended for enterprises and service providers to build good communication and cooperation bridge. At the same time, Sina Weibo opened a professional version of the application development interface, to help the third party for the needs of enterprises to develop more unique microblogging applications.