The prosperity and manipulation of Weibo marketing

Since Sina Weibo on-line, almost two years of time, Micro Bo from the beginning of the "Onlookers" "live", now gradually become a more valuable marketing platform. In this new social media field, its commercial value further highlighted, business value brought not only the development of prosperity, many fans sell, brush powder advertising also came into being, "only quantity theory" once very clamour on it, what kind of micro bo ecology is healthy, what way of micro Bo marketing is valuable, What kind of value system is the future goal of social media, worthy of all the Internet operators to ponder.

In the early days of Weibo, microblogging owners were looking for ways to attract enough users, after which they might consider how to attract enough target users. Content organization, prime time release, key communication node forwarding, focus on building the impact of micro-blog account needs a lot of factors. The number of fans intuitively reflects the value of onlookers and the influence of bloggers. When a user focuses on an ID, it is tantamount to voluntarily accepting information about its publication. Theoretically, the larger the number of fans, the greater the coverage. The value of marketing also with the number of onlookers and the increase in the number of powder presented, especially when the concept of "micro-media," The rise of the business of fan trading quietly born, price plus after-sales service, "Brush powder ads" in the private mailbox or micro-group waiting for your visit.

But in another case, the number of fans and evaluation can also be false, to the number of fans on the success of the Micro Bo became a cheat their own game, posing as their own fans, and then give these false listeners to push ads, pretending to spread the effect is very good, in fact, they coax themselves to play. This vicious cycle has become a worthless resource loss, and it is an irreversible catastrophe for the marketing value and trust system of the microblogging platform.

No matter what the so-called new media, the realization of marketing is nothing more than the contention for user access. "Only quantity theory" has been submerged in the fan tide, the number of fans is not a problem, quality is the key, the effect of marketing is no longer their own yell. To judge whether a microblog operation succeeds, the number of fans is by no means all, and the quality of the fans gathered by Weibo directly determines the effect of microblogging operations. Accurate understanding of their microblog quality, fan relevance and micro-blog content influence is the best embodiment of the fan group analysis and value realization, or even to the fan comments content of the crawl Analysis report is also a key indicator. Without these, marketers simply cannot obtain a new perspective and a correct assessment of the value of their microblog operations.

Some scholars believe that in the current consumer-centered context, the audience becomes more fragmented. And to create an adhesive, open marketing communication platform will be more difficult. In this trend, the content has become an important factor in micro-blogging, the internet in the beginning of the vigorous growth of the emphasis on the "content of the King" is still applicable today, and "interesting, useful" to form a good interactive "add powder to listen to and onlookers value." Therefore, actively carry out content innovation, pay attention to the quality of the audience precipitation, in the information fission transmission, through timely update, increase the topic, causing more interaction.

When it becomes social media, Weibo is no longer illusory, it is the reality of marketing contention. So how to do a good marketing of micro-Bo? Internet Marketing professionals Zhang that the impact of micro-bo marketing factors have many, but mainly control a few points to the effective implementation of the marketing process to provide help.

First, choose the right way to spread the activity. Micro-blog marketing is often driven by activities, and the activities of the cycle is often a parabolic life cycle, from the activity initiation date, to the activities of the spread of blowout-type outbreak, and then to the spread of activities gradually into extinction period. Marketers need to gradually observe the different periods, the movement of the transmission path, the number of transmission, and find the basis for the movement of the track. This leads to the next batch of the same type of activity initiation.

The second is to control the propagation of key nodes. People with clustering, objects to groups, a large number of micro-blog after a lot of subdivision of the characteristics of the group, micro-BO Marketing Communications key node capture, in fact, is to increase the access to find and discover the social network of opinion leaders. There is no doubt that the role of opinion leaders is often immense, and this applies equally to any topic or activity. Behind an opinion leader, there are often tens or even 100,000 of millions of fans.

The third is the audience growth and evaluation of the indicators. Activities, find the main characteristics of the fan group, release related topics and concerns, the choice of tipping point is critical, which needs to rely on the guidance of marketers and opinion leaders to help. In addition, we usually measure the depth and heat of the topic of the fans and non-fans by commenting on the number of indicators. The combination of these two indicators will provide users with a partial quantification of the reference criteria for the active launch of the effective, provided reference data. Of course, here is only a rough discussion of the microblogging communication marketing principles, more content to be further explored.

In any case, the rise of Weibo, not only means "from the media" the arrival of the era, but also because of its unique advantages to disrupt the old marketing pattern. Behind every microblogging user is a living consumer. The future of microblogging marketing and internet ecology must be accompanied by people's Internet survival is increasingly evolving, more applications will appear in the world, because the internet has never been a lack of truth and legends.