For A Small Social Media Brand Management System

With the popularization and continuous development of social media, Chinese enterprises have a fast-growing demand for the communication and marketing of their social media brands. However, the current brand monitoring system mostly aims at traditional media channels and Internet sites, thus leaving the emerging social media lack of monitoring and management. In addition, the brand information on social media mostly has the characteristics of fragmentation, timeliness, speediness and chain reaction. To some extent, an appropriate brand management of social media has a great impact on the enhancement of the domestic enterprises brands, while a poor one may lead to public crisis event. Therefore, building a professional social media brand monitoring system to meet the growing demand of social media brand management of the Chinese enterprises has become an important task for Chinese enterprises in social media operation.This paper first analyzes the current situation of the social media brand monitoring in Chinese corporate, then clarifies the communication characteristics of social media brand monitoring, states the positioning of system function and analyzes the core business. On this base, I analyze the overall structure, composition and subsystem design of the social media brand monitoring system based on micro blogging, i.e. weibo in Chinese. I analyze how the subsystem is designed to function with public opinion monitoring, text analysis and data search techniques, particularly focusing on the monitoring, analysis, management and reporting subsystems.