Marketing Must: Micro-Blog Marketing!

　 　 Micro-blog marketing Form is greater than content.

At present, micro-blog's "hot" has spread to Beijing. Market 。 Not long ago, the high-end shopping center in Financial Street also joined micro-blog.

In fact, the micro-blog craze in Beijing shopping mall began last year. At present, following the middle friends Department store After Jun Tai Department store, most of the mainstream shopping malls in New World department store and contemporary shopping mall have already opened official micro-blog. In the earlier shopping malls that opened micro-blog, there were more than 13 thousand fans in Chaoyang Joy City, and thousands of fans in Zhongyou department store, Jun Tai Department store and new world department store. However, there is still a gap between the number of fans in Hongkong and Harbour City, which is recognized by the industry, which has been launched earlier and operated more successfully than two hundred thousand of the fans in Harbour City.

Because it can interact with audiences and facilitate communication at the same time, micro-blog has shown the advantages different from the traditional marketing mode. In many shopping malls, micro-blog's past business "dry" promotion was replaced by a rather infectious picture. A number of consumers who have already bought goods have made a great contribution to the reference value and credibility of this promotional information through their "personal comments".

Although the contribution of micro-blog marketing to sales performance is difficult to measure with data, but with the increase of attention and the number of fans, the promotion of shopping malls through micro-blog marketing is really real.

However, although the main shopping malls in Beijing have already opened micro-blog, its dissemination capacity and scope of information dissemination still need to be improved. For example, Hongkong Harbour City, which has a high degree of concern in the domestic market, has released dozens of micro-blog's forwarding messages, which is obviously different from the frequent forwarding of thousands of micro-blog hotspots.

In the eyes of business experts, this is somewhat casual with micro-blog in the domestic market, and it does not matter if micro-blog marketing is not as important as the activity marketing.

In addition, the micro-blog released by the mall does not need all the promotional information of shopping malls and brands, and timely releases the focus of social hot topics. Through reprinting, the visibility of shopping malls can also be disseminated and promoted.

Enterprise "micro marketing" has become the trend of gimmick is greater than the effect?

On the 13 day of June, Xu Zhiming, chairman of the online bookstore of the fast book package, sent a micro-blog: "thank Sina for choosing us to do the enterprise edition test. There are nearly 1000 fans in the school bag today. Over the next few days, the number of fans in the fast book package has been increasing.

Sina micro-blog launched its enterprise version, which is currently in the beta stage. For a time, the subtle relationship between enterprises and micro-blog has raised new concerns.

　 Micro-blog is oversold.

"Sina micro-blog's enterprise edition has the functions of personalized page display function, data analysis service, communication management background and other functions. It has the functions of marketing tools, public opinion monitoring, display settings, self-help promotion and so on. Enterprise users can design personalized micro-blog domain names and add new modules. The application is not accepted at the moment, and online applications will be opened soon. " Sina relevant personage introduction.

Some people think, "this is the real micro-blog marketing! The first drop of blood in the new blue sea. Understand the core functions of Twitter and Facebook in the field of business application. Micro-blog e-business is coming soon! If micro-blog can succeed, sina will have a lot of damage to Baidu.

There is also a view that "micro-blog has become a world of rumors and advertisements. If this continues, micro-blog's BBS will be tomorrow, and micro-blog will become more and more boring."

When millions of people have the same tool, it will be given a lot of color.

Pedro Reno, director of the China EU School of international business administration, said: "micro-blog is an emotional media. The positive and quiet information can not get more attention, and the mood fluctuation will be more concerned. For enterprises, micro-blog is a good public relations licensing tool. Enterprises should pay close attention to the voice from consumers and make timely feedback, for example, a car manufacturer wants to produce a new car. Before that, as a manufacturer, we should observe the voice of consumers, and if there is a discordant voice about products, we can make timely adjustments, which can form a positive effect."

But the problem now is that when "zombies", "painted skin", "brush fans", "junk information" and so on flood, "micro-blog has been oversold, is anti search, are manual operations, which is not conducive to the development of micro-blog", pushing cube founder Zhang Lu told reporters.

Gimmicks outweigh the actual effects?

Xue Manzi, a well-known investor, once said: "micro-blog's development has just begun, and no matter what direction it will develop in the future, no one can see clearly at the moment."

Zhang Jun (a pseudonym) once worked as a water force and worked as a backstage driver behind internet events. After analyzing the current "micro-blog marketing" organization, he believed that micro-blog marketing was still in chaos. "In fact, there is no real micro-blog marketing. The current micro-blog means can only be called micro-blog application. What is the essence of micro-blog? It is seeking recognition, no identification, all are zombie fans, or all are soy sauce. What is the final result?"

At present, more micro-blog applications mainly focus on capital rent-seeking, resource rent-seeking and rent-seeking. Micro-blog is mostly used as an enterprise or organization or personal brand and public relations tool. "I used to be a water force, and I had experienced behind the scenes pushing hands. I know what's going on behind the scenes." "A lot of people say that micro-blog marketing is well done. Is it true that micro-blog is done by micro-blog? First it has a series of road signs ads, and then does some promotion through micro-blog, but how much industry value does micro-blog bring to it?"

There are no classic cases of micro-blog application. "Whether it is a micro-blog organization or an organization that is living here, or an enterprise, let's think about the application of micro-blog."

The application of Twitter in the United States is not so "industrial value". It is "a privatization media" and needs "no speculative sharing and sincerity". At present, the relationship between enterprises and micro-blog application institutions is an excessive state and has no solid foundation from the international perspective.

A famous brand PR director of a fast moving product area, told reporters: "recently signed a cooperation agreement on network marketing", the prospects for micro-blog marketing, he said, "do not see clearly, wait and see state, gimmick is greater than the actual effect."

　　 Related cases /

Big business is not our food.

In the early morning, Zhang Zhenbo, 27, and his partners were busy in the new office in Beijing. "Often go to bed after 12 p.m. and get up at 5." Zhang Zhenbo told reporters.

The company, called micro diffusion, builds micro-blog bloggers and enterprise marketing platforms with fans based on micro-blog. In October last year, only 3 people were established when the micro communication was established. In December, the micro communication was officially launched, and now there are nearly 20 employees.

"The business is mainly composed of two parts. One is micro-blog bloggers with fans, the other is manufacturers with marketing needs." Zhang Zhenbo briefed reporters, "manufacturers reward reward paid information, hoping to have fans of micro-blog bloggers to forward their promotional information type micro-blog content. Micro-blog bloggers with fans, each person's commission is divided according to the number of fans in each micro-blog, such as the number of fans between 50 and 100 people, forwarding a commission of 0.3 yuan, the number of fans between 1001 and 2000 people, forwarding a commission of 1.4 yuan, the number of fans 10001 to 20000 people's price is 8 yuan, the highest one is more than 400 thousand fans, more than 400 thousand people, forwarding once is 100 yuan.

For the popular micro-blog marketing and enterprise trusteeship, Zhang Zhenbo said, "micro-blog is a special marketing tool, everyone has their own communication network, everyone has their own influence. Advertisers release a task, there will be more than a hundred million to hundreds of millions of people to see, we are looking at micro-blog's "nuclear fission" character. In the company platform is mainly small and medium-sized enterprises, large enterprises are not many, big business is not our dish now. "

"A lot of times advertisers take the initiative to find us, tens of millions of dollars of marketing investment can let hundreds of thousands of fans see, and ultimately can reach a deal, this has a certain relationship with micro-blog content, because in the end is content and creativity as king." Zhang Zhenbo said. {page_break}

　　 Micro-blog's recruitment of 140 words can also produce wonders.

Although there has not been a successful case of hiring professionals with micro-blog, SOHO China's HR has begun a new try. Lu Wei believes that the advantage of micro-blog's rapid dissemination is very obvious, so long as it is not so utilitarian, the effect will be long-term.

"New things to accept, will be pleasantly surprised." This is the first message Lu Wei made on Sina micro-blog in October 12, 2009, when Sina micro-blog's internal test was only open for about two months. As SOHO's human resources director of China, Lu Wei obviously walked in with curiosity. At that time, she did not think that in less than half a year, her private micro-blog became one of the recruitment tools for enterprises.

"Pan (Pan Shiyi) has always been an active customer of sina micro-blog. Many people at that time felt very fresh. I applied for an account, but I just made a few remarks, no intention to maintain, not to mention fans and influence." Lu Wei said.

In the following year, in the "children's virtues project" and "sunshine student project" invested by the SOHO foundation, the responsible persons of sina micro-blog participated in the two activities together. On the big screen of the activity site, there were live online live broadcast of micro-blog online, and Pan Shiyi and the netizens were interacting with each other. The hot atmosphere infected Lu Wei, and she suddenly realized that micro-blog with 140 words could be put into use.

At that time, the company added a number of projects in Shanghai, requiring a large number of specialized talents in a short time. SOHO China's recruitment requirement is that the recruitment of employees is not more than a month, the manager level does not exceed two months to the post, but for real estate enterprises, recruitment has certain particularity.

"There is a shortage of professionals in the industry. For many of our listed companies, many projects require secrecy during the early stage of the acquisition. There are also many risks during the acquisition period, which makes it very difficult for us to make accurate personnel reserves. Once the project is confirmed, it is imperative for the staff to start immediately and leave us a very short time, which poses a great challenge to HR." Lu Wei said.

How to spread a lot of recruitment information in a short time, SOHO's HR colleagues began to consider using micro-blog to release talent demand information. At the same time, Lu Wei realized that his fans could not make better influence. He asked Pan Shiyi to help himself forward to Shanghai and invite professionals to join micro-blog. Since then, the number of fans of Lu Wei micro-blog has jumped from one digit to 1000, and micro-blog has become the largest number of messages and forwarders that Lu Wei micro-blog has ever received so far.

But the effect of the first test was not satisfactory to Lu Wei. The company hopes to recruit professionals in design, engineering management, budgeting and finance, but the feedback is mainly from fresh graduates or even students. Their experience is far from meeting the needs of SOHO. And because of micro-blog's word limit, Lu Wei can only paste the JD link advertised, but the respondent asks for many applicants. Lu Wei suddenly finds that he has no energy to answer them one by one.

As a result, the HR department decided to "make the best of it". Since young people on the Internet are more active, it is better to use some activities to attract the best among them. Therefore, SOHO specially designed "graduation want to go to SOHO" activities, please ask students to design the theme of activity, and make it clear in the range of 140 words. After that, Lu Wei received more than 80 design applications, and HR selected more than 20 of them. He talked about the topic through telephone conference. For example, how to better design the community interactive website that the company has already been on, through these ways to investigate the comprehensive quality of students' reaction ability, communication and coordination ability, such a discussion is also a preliminary test for students.

"The planning of some students is very interesting, so I find that the Internet is really hidden. They will put forward many constructive suggestions. But our goal is not to give them the right answers to the questions, but rather to understand them and examine their comprehensive abilities. After many screening, finally, "graduation want to go to SOHO" activities to elect a graduate, she will formally join SOHO China after graduation, which has become Lu Wei's first successful since micro-blog recruitment.

In fact, "graduation want to go to SOHO" activities to a large extent involved the work of HR. After the activities were completed, Lu Wei still wanted to focus micro-blog on the talent pool of enterprises, attracting more users with interesting activities. For example, they designed "I love SOHO HVAC" activities, and on the basis of which they offered awards and other activities to attract professionals or create influence in certain areas.

From micro-blog's trial users to users, Lu Wei opened up new ideas for communication channels with the outside world. In the human resources industry, micro-blog's recruitment function also earned her the title of "micro-blog recruitment first person".

Lu Wei said, "I don't care about the title. I'm not a cyber maniac. Micro-blog can't replace the traditional form of recruitment at the moment. But after trial, we are starting to treat the emerging network tools with a more open mind. It's not utilitarian as a special purpose. From a broad perspective, the spread of micro-blog's channel is particularly fast, where we can promote corporate brand and let people know about SOHO's corporate culture. This effect will be long-term.

　 Five points to avoid micro-blog marketing

Micro-blog, the most popular application in 2010. Under the power of several major portals, micro-blog is slowly changing our way of life, including ways and channels of information acquisition, including the way people interact with each other. In the past, people left mobile phones or QQ, MSN and so on, and now popular micro-blog interactive way. Moreover, because of its own characteristics of communication and self propagation, micro-blog is seeing more and more business value and publicity opportunities. More and more businesses have launched their own micro-blog, using micro-blog platform to publicize enterprises or products. In several big micro-blog platform's enterprise area, the micro-blog fans of some enterprises have reached hundreds of thousands of levels, and some e-commerce enterprises have taken many orders from micro-blog. For a variety of reasons, many enterprises regard micro-blog as a tool of deification, hoping to change the traditional way of marketing in the past, and promote the brand and business through micro-blog. However, the greater the hope, the greater the failure. In the process of doing micro-blog marketing, many enterprises find that there are not so many good micro-blog platforms advertised, and micro-blog's contribution to marketing is almost tiny. Therefore, we must have a correct understanding of micro-blog. What can micro-blog do in the marketing process of enterprises? Enterprises should pay attention to those problems in the process of doing micro-blog marketing, that is, to avoid being there.

　 Micro-blog marketing must avoid five points:

First, avoid excessive expectations.

There is no free lunch in the world. If everyone can make use of marketing to carry out the marketing and publicity of corporate brand, then who will sell the advertising of several big portals? That's their survival. So don't trust the data of operators too much. They are still in the stage of striving for users, and need to set up models. So, you can't do what a typical person does, that's the difference. There is a hand behind him to help him. This is a congenital advantage. Therefore, don't expect too much of micro-blog. It can be used as a means of long-term publicity. Just like a blog, someone who comes in your micro-blog will know that you are the same. Never be anxious and dryness. Brand promotion has always been a long-term process. Not a micro-blog can change the whole ecological environment.

　　 Two, avoid relying too much on prizes to get fans.

In order to get a lot of fans in a short time, many enterprises take the form of giving gifts by activities, such as sending air tickets, sending iPhone, sending iPad, and others sending diamonds. Indeed, a large number of fans have been accumulated in a short time. But these fans are rushing to the prizes. If you don't do activities, will the fans answer you? After the event, how much fans have been reduced? And these fans do not have loyalty to your micro-blog, so the micro-blog account is basically useless. Activities can be done, but avoid excessive, excessive dependence, can do a small activity once a week, a week with fans interaction OK. And fans are interested in your micro-blog to pay attention to you, not by reward.

Three, avoid excessive content advertising.

Micro-blog itself is a tool for information flow of a weak link chain, and it is also a tool for users to express their emotions. It is decided that micro-blog itself has two attributes: news and life. If your micro-blog doesn't have much information about news or life, it's just an advertisement. I believe your micro-blog doesn't have many fans, and if so, it can be obtained by other means. Once there are fewer external factors, your bloggers will also leave you. Therefore, especially for enterprises, how to control the propaganda and emotional life two exchanges, it is necessary to do a good proportion of advertising and content control, so that advertising can be integrated into the content.

　 Four, avoid too many @ forwarding, brush screen

Some enterprises, especially those who are doing activities, often use the function of @. In this way, his fans' "mention me" has a systematic hint, which can increase the probability of being viewed. However, if the function of @ is often used to allow users to increase the amount of advertising information they do not like, the final result is the blacklist. In vain, many fans were lost. In addition, micro-blog of some enterprises especially like to use the way of the screen to attract the attention of others and increase the probability of exposure. However, whether you have considered the user experience of your fans, if his content is all your content and can not see the contents of other people, he will also abandon you. Therefore, a good grasp of the content of the frequency, usually not more than 10 days a day.

　 Five, pay attention to interaction with fans.

Many successful foreign companies regard micro-blog as a customer service tool, and care and patience to answer every user's question on micro-blog. Many of our businesses simply ignore the user's message and send the content to the end, without further interaction with netizens. It's hard to get loyal fans, and ultimately there is no way to become your customers. Therefore, we should pay attention to the interaction with users, and these interactions should be both sides and good. {page_break}

　 Ten skills of micro-blog marketing

Micro-blog is not only a media, not only an entertainment tool, but also has great potential waiting for us to find out.

The role and commercial value of micro-blog is based on the success of a micro-blog operation. If you have very few micro-blog fans and few followers, how can you achieve the results? In view of how to run a good company micro-blog, the author summed up 10 points: micro-blog's operation skills and taboos that need to be paid attention to, helping enterprises correctly and quickly manipulate this wonderful network marketing tool.

　　 1. transmission value

Corporate bloggers must first change their concept - micro-blog is not a tool to "get", but a platform for "giving". Now hundreds of millions of micro-blog, only those who can create value for visitors micro-blog value itself, at this time, micro-blog will be able to achieve the desired business purpose. Only by recognizing this causal relationship can enterprises benefit from micro-blog.

First of all, to create a micro-blog that you like browsing and constantly patronizing, you need bloggers to continue to provide interested and valuable information to your target audience. Nowadays, micro-blog often provides visitors with limited time to rush to buy, coupons, gifts, etc. as a means to publicize and attract visitors. However, we can not receive prizes every day. Even if there are gifts every day, we will end up only to receive prizes, or even professional recipients. It has little practical effect on corporate brand and sales. It cost manpower and money in vain.

Enterprises need to change their knowledge of value, not only material rewards are valuable, such as information, common sense and know-how, which are of interest to the target customers. You can also link your own micro-blog as a media platform to many target customers, such as clubs and city associations. At the same time, you can connect online and offline, so that micro-blog can have more functions and practical functions, so as to build a company blog with high loyalty and activity.

Your micro-blog is more valuable to the target group and has more control over it. At the same time, the value is more than just concessions and gifts. In fact, the essence of micro-blog's operation is a mutual exchange of values. In this process, we need each other and win each other's benefits. Only such a model can last long.

　　 2. micro-blog personalization

Micro-blog is characterized by "relationship" and "interaction". Therefore, although micro-blog is an enterprise, it is also forbidden to become an icy model of the official news release window. To feel like a person, feeling, thinking, responding, having their own characteristics and personality.

A visitor feels that your micro-blog is almost the same as other micro-blog, or that other micro-blog can replace you. This is the same as the positioning of the brand and the commodity. From the functional level, we should make the difference and shape the personality on the perceptual level. This kind of micro-blog has high viscosity and can keep fans and focus continuously, because you have irreplaceable and unique charm at this time.

3. continuous release

Micro-blog is like an updated electronic magazine, to let everyone form the habit of watching, that is, to publish contents regularly, quantitatively and orientarily. When they landed on micro-blog, they could think about what new trends of your micro-blog were. This is undoubtedly the most successful realm, though it is hard to achieve, but at least we have to constantly appear before them. As time passes, they can become a habit in their minds.

Micro-blog is naturally the most favorable time to release a large number of enterprises. A large number of releases can occupy micro-blog's home page of a concern for a period of time. At least, it will not be flooded quickly. But we must ensure the quality of micro-blog, quality and quantity must be chosen first. Because a lot of low quality blogs will disappoint visitors. Micro-blog, a company that lacks valuable information and is mostly junk content, will not only fail to reach the purpose of communication, but will probably be deleted by its fans, or no one will pay attention to you.

　 4. enhance interaction.

The charm of micro-blog lies in interaction. It is dangerous to have a group of fans who do not speak, because they will gradually become fans who do not see your content, and finally more likely to leave. Therefore, interactivity is the key to micro-blog's sustainable development. The first thing we should pay attention to is that corporate propaganda information can not exceed 10% of micro-blog's information, and the best ratio is 3%? 5%. More information should be integrated into what fans are interested in.

"Activity + prizes + attention + comment + forwarding" is the main way of micro-blog interaction at present, but in essence, more people are concerned about prizes, and do not care about the actual propaganda content of enterprises. Compared with giving away prizes, micro-blog operators respond to messages carefully, feel the fans' thoughts and arouse their fans' emotional approval. This is like a communication between friends. A long time will produce a subtle emotional connection rather than a benefit connection. This connection will last long and strong. Of course, fans will be more loyal when timely feedback is combined with some interests.

　　 5. systematic layout

I always believe that any marketing activity that wants to achieve sustained and huge success can not be divorced from systematicness. It is difficult to continue to succeed as a mere idea. Although micro-blog marketing looks simple, it has limited effect on most enterprises. Micro-blog marketing is regarded by many enterprises as a dispensable online marketing gadget. In fact, as a new form of interactive form, micro-blog has great potential. The reason why it plays a very small role is that your energy and importance are not high enough.

It was once thought that Internet sales were very unreliable, and the actual effect was not ideal at that time. DELL computer believed that the Internet could create higher sales, and the future prospects were more optimistic. So it put the Internet marketing into the business mode, and excavated the potential of network sales at a strategic height, thus creating a miracle of tens of billions of sales in the network today. The success of Internet marketing is entirely due to their belief that the Internet will create such a performance and operate at a strategic level.

Enterprises want micro-blog to play a greater role in the overall marketing plan, so that micro-blog will have the opportunity to play a more role.

　 6. accurate positioning

Of course, micro-blog fans are good things, but for micro-blog, the quality of "fans" is more important. Because ultimately, businesses need to transform business value from micro-blog fans, which requires valuable fans. This involves the problem of micro-blog positioning. Many enterprises complain that the number of micro-blog is over 10000, but there are few people who can reprint and leave messages, and the publicity effect is not obvious. One of the most important reasons is the inaccuracy of positioning. If you assume that you are a garment industry, then focus on some information about your product's target customers' attention to attract the attention of your target customers, rather than just attracting the attention of your customers. Nowadays, many corporate bloggers fall into this misunderstanding, aiming to attract a large number of fans, but ignore the important problem of whether fans are target consumers.

　　 7., improve the professionalism of corporate blogs.

Enterprise micro-blog positioning is very important, but professional is more important. Just like market competition, only professionals can surpass their competitors and attract continuous attention. Specialty is an important competitiveness index of an enterprise micro-blog.

Many enterprises ignore network marketing, and even disregard blog and micro-blog. Although many large enterprises now have the importance of micro-blog marketing, they set up special person to update and maintain their website, blog and micro-blog. However, more enterprises do not have such awareness. Therefore, a larger enterprise should set up a special person to be responsible for network marketing, or be responsible for the planning department's copywriters and planners. Firms with smaller or no business capacity can entrust professional firms with agents.

Micro-blog is not an ornament of an enterprise. If it can not be professional, it is only mediocrity, so it is better to not build micro-blog. Because, as a "zero distance" contact platform, negative information and bad user experience can easily spread quickly, and bring adverse effects to enterprises.

　 8. effective control

Micro-blog has no legs, but its speed is amazing. When the speed of transmission is high and the scale of transmission is increased, it will create amazing power, which can be positive or negative. Therefore, we must effectively control micro-blog's double-edged sword.

To control micro-blog effectively, a lot of problems need to be paid attention to. A micro-blog looks like a hundred words, but the difficulty and importance of writing is very high. It is necessary to carefully scrutinate the published blog, so as not to leave negative problems carelessly. Once there are negative problems, it is necessary to follow up and handle the situation promptly and control the situation instead of letting go. Micro-blog should carry out its activities well, and actively guide the process. Because the degree of freedom of the network participation is very high, allowing the netizens' subjective will often lead to the development of things in an unmanageable direction. For interaction objects and information feedback, they should not be taken lightly. They must be treated with caution and prudence. Otherwise, the consequences of "Butterfly Effect" are likely to happen. In short, micro-blog is a double-edged sword. Since the enterprise decides to pick up this sword, it must be cautious and careful to manage it.

　 9. pay attention to methods and skills.

Many people think that micro-blog is short messages, essays, and even chatting. It is true, but for an enterprise micro-blog, it can not be so, because we are neither stars nor ordinary people. Micro-blog is not for entertainment purposes. We are enterprises that create value as their duty. Any business behavior must have corresponding returns. Micro-blog, which acts as such a mission, is naturally more difficult and complicated in its operation.

It is not enough to convey the value of micro-blog only if it wants to make a sound and sustainable development. For example, how to set the topic of micro-blog and how to express it is very important. If your blog is asking questions or suspense, guiding fans to think and participate, people who browse and reply will naturally be more and more likely to impress others. Conversely, if it's just a blog post like a press release, it's impossible for fans to participate.

Again, we are very interested in things that are unknown, so adding some privacy topics appropriately will also increase micro-blog's stickiness. Of course, the privacy topic here is not the privacy of personal privacy, but the story behind the product, the unknown craft, the small story of employees or leaders in production, all of which will bring fresh feelings and knowledge to the fans.

Micro-blog users use micro-blog in a leisurely manner. Therefore, they are as humorous as possible and interesting to people, such as being humorous and vivid in language. This makes fans instinctively willing to pay attention to your micro-blog, which is also important for increasing brand affinity. In short, seizing the characteristics of human nature and communicating skills can make your micro-blog more popular.

Although micro-blog is limited to more than 100 words, but the less boring content is better, the 10 words can not be long enough to speak clearly to 11 words. At the same time, matching pictures and videos is also a good way to resolve boredom. People instinctively are interested in visual images. Therefore, each blog with corresponding pictures or videos is helpful to improve the quality of blog.

As mentioned earlier, micro-blog's blog should be of high quality and value, so the natural output of such blog will not be very high. Sometimes you can combine micro-blog forwarding. Don't worry about not being original. Visitors only focus on the value of articles. However, the forwarding micro-blog must be consistent with the overall positioning of micro-blog itself, at the same time, the quality is very high. This will not only save a lot of effort, but also improve the quality of micro-blog. Therefore, we should pay more attention to some professional micro-blog.

Enterprises can open blogs on many popular micro-blog websites, such as Sina, Sohu, NetEase, Tencent and so on. Then a blog post can be sent to each micro-blog separately, so that the efficiency of communication can be greatly improved and the cost of management will be diluted.

　 10. mode innovation

Micro-blog is a newly emerging thing that has just been commercialized for a long time in the world. In addition, its very high expansibility makes micro-blog's marketing mode have great exploration space. If we seize opportunities and innovate effectively, we can easily benefit from them. Although micro-blog marketing was born soon, some enterprises have already gone ahead, especially some American enterprises have achieved remarkable results. We should refer to these successful cases for reference, and then innovate in combination with their own characteristics and objective environment.

Van micro-blog's official micro-blog @VANCL fan group released the accessories designed by Xu Jinglei and CO produced with VANCL in early November 2009. Meanwhile, VANCL gave Chen Yao two scarf. Shortly afterwards, Chen Yao posted a picture of his scarf on his micro-blog. There were more than 500 comments. On that night, VANCL assistant president, Xu Xiao Hui, forwarded and commented: "do you want to get the same collar as Chen Yao does?" each of the 190th, 290 floors and the same collar of Chen Yao's collar were collected, and more than 300 comments were received within 24 hours.

On the Twitter, DELL's @DellOutlet, which specializes in clearing stock at preferential prices, now has nearly 1 million 500 thousand followers. Through this channel, personal computers, computer accessories and software sold by promotion and promotion have already brought DELL to 6 million 500 thousand dollars.

Starbucks has launched an interactive event with micro-blog on its own green cup, which is free to win a cup of coffee. The organization has been very successful. Netizens have uploaded photos of their own free coffee. Millions of them have spread a lot of publicity to Starbucks's brand image. These enterprises are actively exploring the way of micro-blog marketing, and have made good profits from it.

In addition, the role of other aspects of micro-blog is waiting for our excavation. For example, as a window for pre-sale consultation and after-sales service, in the internal management of enterprises, managers can also understand employees' feelings through micro-blog, and draw close distance with employees and colleagues. President Obama used micro-blog in the political field. When he ran for president, he used micro-blog to draw a large number of votes for himself. It can be seen that micro-blog is not only a media, but also an entertainment tool. It has great potential for us to discover.