Research On The Influence Assessment And Promotion Strategy Of Enterprises’Microblogging

With the high-speed development of Internet technology and popularization of "smart" mobile terminal, the modern people’s life is more and more colorful. As a typical representative of social media, microblog is becoming one of the important platforms to obtain and share information by Internet users gradually for its information dissemination form meets today’s needs of rapid communication. Moreover microblog’s unique information dissemination mechanism can be easily combined with the most advanced marketing idea, so its marketing value quickly caught the attention of many enterprises.Studies on microblog involving areas of sociology, communication, psychology, management, computers and others, a large number of research projects were produced by far. How to shape a good brand image and send positive message on the microblogging platform to support offline product promotion and let the brand hit a wider user base is always being a challenge for enterprises.On the basis of the predecessors’ theories and the Sina weibo user influence evaluation model, this study analyzes the main influence factors of microblogging marketing by collecting the real data of research samples and draws the following conclusions:1, The total number and frequency of sending microblog have no direct impact on microblog account influence and high frequency will be counter-productive;2, By the interference of "online water army", the relevance of weibos’ forwards quantity to account influence is smaller than the quantity of comments, from both we can confirm the importance of "content" and "interactive";3, The number of fans is the most important factor affecting the influence of microblog account, and its absolute function is implemented through "comments" and "forwards". Based on the empirical results and combined with typical cases, this paper puts forward some suggestions about how to publish high quality contents on microblogging platform as well as drawing up an overall marketing strategy to attract more active fans for enterprises.