Analysis Of The Propagation Characteristics And The Development Of Enterprise Micro Blogging

Enterprise microblog is a commercial network tool that arises upon microblog. It is aplatform for sharing with and transmitting information to customers. Enterprises canset up individual communities via WEB and WAP portals and publish up to140wordsof company information. How to effectively disseminate company information so asto achieve brand name promotion and product sale is an urgent issue to solve forenterprise microblog.This dissertation mainly puts emphasis on general development, current situation,the use mode, propagation function and characteristics of enterprise microblog.Meanwhile, it also points out problems with actual operations of enterprise microblogand deploys strategies to tackle such problems.Firstly, it states briefly the research background, significance, objectives of thestudy and the research methodology of enterprise microblog. It also concludes theresearch status, major achievements, methodology as well as innovative areas ofliterature review on enterprise microblog. Secondly, the dissertation gives anexplanation of microblog and enterprise microblog, respectively. A brief analysis isprovided on current situation and the development of enterprise microblog with thelocal and international communities, thus extracting the use model and function ofenterprise microblog. The third part is the core part of the dissertation. It elaboratesthe key functions and major characteristics of microblog, and analyses such areas aspropagation mode, transmitting procedure, key factors of propagator, the blog content,and the audience features of enterprise microblog by case studies and comprehensiveresearch. Several key elements are stated on enterprise microblog. Finally, with actualoperations of enterprise microblog over the past few years, problems on enterprisemicroblog are addressed. Accordingly, solutions on development strategy andsuggestions are illustrated one by one.Based on comprehensive literature review, comparative analysis method, fieldvisits and case studies, we can draw conclusions as follows.1st. Enterprise microblog is a modern propagation tool that a company adoptsto transfer business and commerce information to clients. It’s a type of new socialnetworking medium. Enterprise microblog integrates social networking, E-commerce,propagation as one tool, and it’s a multi-facet, interactive, multi-dimensional integrate business platform. Enterprise microblog, as a new communications tool, plays anactive role in light of CM, branding communication, enterprise culture establishment,marketing, public sentiment surveillance as well as crisis public relation.2nd.The propagator of enterprise microblog is business organization itself. Theobjective is for earning money. Enterprise microblog is mostly for establishingcorporate brand, enhancing customer service quality, facilitating public sentimentsurveillance and carrying out crisis public relation. Enterprise microblog varies incontent and forms. The major purpose is to provide information and service. Thelanguage is simple and precise, manifesting industry characteristics. It helps toenhance strong interaction with customers. For businesses, enterprise microblog iseasy to operate, the investment is minimal. It’s a platform for business to publishcompany information, provide express customer service, and get to know customersin depth. It also acts as a platform for evaluating word of mouth for a company.3rd. Currently, some problems exist among actual enterprise microblogoperations. These include lack of correct understanding, poor operation result, poorexecution, uneven information, limited propagation capability, one-waycommunication, lack of sales strategy, ineffective crisis management, etc. Based onthese issues, a company should implement wholesome microblog planning anddeployment. Monitor and control should be carried out during operation, specialattention should be put on microblog content construction to improve good customerinteraction. Particularly, mass communication concept should be rooted in theoperation so as to elevate information’s gatekeeper capacity. In terms of corporatemanagement, opinion leader and agenda setting should be brought into play.Enterprise microblog assessment and feedback system shall be set up to improvepublic sentiment response ability, crisis public relation shall be launched. Mediumquality shall be enhanced. In this way, a good brand image can be built.