Enterprise Microblogging Media Literacy And Audience Research

Twitter has sweeped around the world since2006, because of its short messagemode, fast communication spread, variety of terminals to launch news.3years later,Sina,the domestic internet tycoon, started the same platform named as Micro blog,followed by Tencent and others famous web portals. The Micro blog distribution didnot get steady until the end of2012, when Sina occupied the leading seat and therewere still many uncertain factors. At the end of2012the number of micro-blog userhas reached327million. Huge Numbers of users with considerable viscosity so activeon micro-blog platform, always mean a big business opportunity, which attractednumbers of enterprises started micro-blogging marketing. Take Sina micro-blog asexample, there already22industries and more than160,000enterprises have officialaccounts to communicate with countless fans. Among them,41%of Chinas top500enterprises has Sina micro-blog accounts and the exact numbers are207. Beyond,more than eighty percent Sina micro-blog users have followed different enterprises’micro-blog accounts. Obviously, micro-blogging marketing has been one newefficient, indispensable platform to do precision communication and marketing.Stablishing official micro-blog to publish concert is the main way for mostenterprises. Based on the social nature of micro-blog, the communication processhas two essential parts to take into account. They are their own abilities to constructand deconstruct effective information, which are two main aspects of media literacy.Considering that the paper starting a research from the structure of businessrelationship with the audience, so the main research aspects of media literacy in thethesis are marketing communications applications. As to the classification of medialiteracy, it is summarized form lots of authoritative definitions raised by some famousscholars. Taking Fast Moving Consumer Goods industry for example, the thesis useboth qualitative and quantitative research way to study enterprises’officialmicro-blogs and their fans’ media literacy. The analyzed results to the audience areabstracted further as the new habits different from traditional media environments.The analyzed results to the enterprise official micro-blog indicate its media literacy abilities remain to be enhanced. Having effective communication to audience onmicro-blog need the enterprise to fully understand the nature of this new medium. Inthe fact, most enterprises did not play well enough in doing this. Hence, thecommunication is trapped on the second layer, which block the final layer,spread ofbrand preference, directly.The study is supposed to get a clear direction for enterprises’ efficient marketingand communication through micro-blog platform at present. Some specific strategiesare also raised based on the results of the thesis for enterprises to survival on thiscomplicated platform.