Weibo value and social marketing

Although most people write microblogs just for pleasure, they do not rule out the "players" who develop the microblogging business in the first place, according to the Beijing Morning Post. From an advertising agency, an advertising company has listed a quote from the "ad-worthy" microblog that covers the major microblogs, which has been circulating in some network marketing companies and has come to advertisers ' eyes.

Fans = advertising value?

Quotes show that the number of "fans" of these micro-blogs are at least tens of thousands of, the lowest price is 200 yuan/article, the specific price according to the number of "fans" adjusted. The number of "fans" exceeds 600,000, price is 2000 yuan/article: "Fans" the number of close to 500,000, quote 1500 Yuan/article: "Fans" the number of close to 300,000, quotes more than 1000 yuan/article: "Fans" in the number of 100,000 to 300,000, the price is 500 yuan/bar to 800 yuan/article.

In my opinion, for the "microblogging marketing" in this emerging industry, the measure of the value of a microblog is calculated only by the number of fans, which is obviously completely wrong, and the number of fans is a factor, but the quality of the fans is more important, and the value and influence of a microblog is clearly meaningless if it depends on the number of fans.

Fans can buy

Since Weibo has become an important part of online marketing, some network PR companies have started to "raise numbers" on microblogs to help customers release information and launch business activities through multiple channels when needed. Taobao and other sites have a dedicated sale of micro-Bo fan merchants, the price is about a dime a fan, usually, this purchase of zombie fans is basically 0.

The holding of some micro-blogging lottery can also increase fans, South Africa during the World Cup, Cai on Sina Weibo launched a microblogging to send the iphone activity, statistics show that in just 26 days, Cai wins fans increased by 164,000.

In order to test the effect of the lottery on the number of Weibo fans, Moonlight blog has also held a forwarding microblogging to Nokia mobile phone activities, the test results are seven days to forward the number of 12,000, comments 11,000, increased by more than 8,000 fans, but the increase in the quality of fans is not high, so that the calculation, The average price per fan is close to 1 yuan, and the return on investment is not ideal.

Example test Lottery to increase the impact of fans, click to see the big picture

From this result, it is very bad to send mobile phone to get fans through lottery, it is not worth trying to improve the value and influence of Weibo, it is not worthwhile to try. Of course, if celebrities engage in this activity, and trigger the Internet media coverage, it is another matter.

The calculation of the value and influence of Weibo

How the value of a microblog is calculated, many people take for granted the number of fans, even Sina and Tencent Weibo rankings are calculated, which is clearly easy to cheat. In particular, for those who already have advertising value microblogging, has formed a similar black hat seo, such as the microblogging profit industry, autoenrollment and add fans, because there are too many autoenrollment automatically add fans of zombie users, it is difficult to judge the value of a microblog based on the number of fans.

Therefore, the value of a microblog (influence), should be equal to the value of its fan Weibo, how to calculate the value of the fans, but also to give the value of fans fans, no activity zombie fan value is 0, should be excluded, but this calculation method is more complex and consumes computational resources.

The most crude estimation method, the sum of "all interacting fans", for easy computing, all fans have the same value, and fan interaction (such as forwarding and commenting) is intuitively visible, usually for Sina Weibo, the tweet is about 1 per thousand, that is to say, 1000 fans, There may be a fan forwarding the tweets, so as long as they count the average number of tweets the user has recently received, they can get the rough value of the microblog. The specific formula is: Weibo value ≈ (average comment + forwarding) x 1000, this calculation method, although there is a lot of error, but also can be more simple to exclude most of the zombie fans, even by hand count can calculate a micro-blog value.

This statistic is a bit stronger than calculating the number of fans directly, but the algorithm is obviously very rough, because the influence of different fans is different, with 100,000 fans of the user forwarding a micro-blog, obviously with 10 fan users forwarding the microblogging is not the same, each fan's value needs to be calculated separately to be accurate.

The use of PageRank algorithm in microblog

To simplify the calculation of the value of the microblogging, Google's PageRank algorithm can be used to achieve.

PageRank, the Web page ranking, also known as the page level, is a search engine based on the links between the pages of the calculation of the Web page ranking technology, Google founder of the company to pull. Name of page (Larry Page). Google uses it to reflect the relevance and importance of the Web page.

PageRank determines the level of a page through a hyperlink relationship. Google interprets a link from page A to page B as a page to vote on page B, and Google determines the new rating based on the source of the vote (or even the source of the source, the page linking to page a) and the level of the voting target. Simply put, a high level page can raise the ranks of other lower-level pages.

For Weibo, a user who focuses on other users, which is linked to other users on a Web page, is noticed by others and is connected to other web links, so the focus and attention of Weibo can be translated into hyperlinks to Web pages, so that a similar PageRank algorithm can be used to confirm the value of a microblog. PageRank values are high, the value is high, whereas the value is low.

The adjustment of the value algorithm of Weibo

Of course, relying solely on PageRank to confirm the value of microblogs is still not enough, and whether the content of Weibo is rich is also an important factor, such as some of the entertainment stars on Sina Weibo, although there are as many as millions of followers, But most of the information it publishes is a very small amount of invalid information (such as eating and drinking, etc.) or pictures (such as self-portraits), or to forward other people's information, then the value of the microblog is greatly compromised.

For industry advertisers, industry Weibo's algorithm weights are clearly higher than ordinary microblogs, for example, for Apple, a Twitter-like microblog that often publishes mobile news is more suitable for advertising.

The number of microblogging concerns is an algorithm, if a user focus on 1000 users and focus on 100 users is not the same, according to my experience, on the micro-blog on the user's upper limit should be about 300, if the focus on the upper limit than this number, then users can not read all the microblogging information, If you focus on the number of users thousands of, the user may not look at the other people's microblog, so for a user, the number of concerns is reasonable is also a value measurement parameters.

In this way, there is a mature micro-Bo value calculation algorithm, in order to make Micro Bo play a greater role in social media marketing, only advertisers, micro-blog, users of the interests of three parties to achieve a balance, the development of an industry only hope that advertisers in measuring the value of a microblog, not only to consider the number of fans, So as not to let their advertising fees be wasted.

Source: http://www.williamlong.info/archives/2491.html