Enterprise Microblogging Brand Communication Strategy Research

Micro-blog is a new online media platform based on users’ information sharing. Withthe use of numbers of groups, micro-blog has become a strong influential socialmedia. With the growing influence of the commercial value of micro-blog, more andmore companies start using micro-blog to promote new products and releaseinformation in order to shape or enhance the brand image. Because of the lack ofcommunication strategy, it is difficult for micro-blog to obtain good results.This article will be based on the perspective of communication studies, summarizingthe theory and methods. Through the spread of micro-blog propagation patterns, aswell as brand elements and the way the study concluded, advantages anddisadvantages of brand communications for micro-blog will be concluded. In thisarticle,"L’Oreal Paris will be the sample. Through their micro-blog on sina, theirsuccessful experience will be summarized. To integrate theory with practice, we pointout the lack of research and future prospects, and also stress the importance of thedissemination of new channels “micro-blog” as a corporate brand.