Research On The Advertising Value Of Microblog And Strategies About Microblogging Advertising

As a new application of Internet technology,the birth of microblog has changedthe way we disseminate information,in a sense, Weibo lead the public into an era ofindividual ports.In this era，the Internet has integrated elements about interaction，exchanging, sharing and human elements into it, more and more.As a new forms ofmedia and communication carriers,Microblog, brings the users more freshexperience.And the innovative network communication model also contains a richercommercial value. According publicly available data,as early as March2013,we get toknow that the number of registered users from Sina microblog has reached more than530million. When it come to the end of December2013, the average daily number ofactive weibo users reached61.4million,with an increase of4.2%，compared to theend of the third quarter of2013, the monthly active users of microblog reached to129.1million,a huge users contain tremendous advertising value.In this paper, we first focus on four features of microblog, including social,media, channel and platform. And the discussion about the advertising value of weibois based on certain characteritics,such as media characteristics,changing of advertisingmedia environment, demand of advertising audience, needs of advertisers. And wetried to make the difference between weibo advertising and traditional advertising andother social media advertising. After that we compares and analyzes the prominentadvantages or disadvantages of microblog advertising,we aimed to get someinstructions for weibo advertising.In the third chapter,based on the value of microblogadvertising,we make effort to answer the question that how to realize thetransformation from virtual flow rate to the real economic value, including the productstrategy, media strategy,advertising strategy and audience strategy. Here involves theanalysising value basis of product or service, value evaluating certain media value andthen making a choice. Here also contain the creative expression of advertisement andstyle of examination, positioning and satisfing the demand for audience’s social graphand fragmentation. We hope to find out some valuable regularities through this topicfor weibo ads. Of course, on how to realize the value of microblog advertisingoptimization,in practice there are many problems need to attention, this is the third partneed problem discussed in this paper,the article will analysis from enterprise andplatform providers, etc. This paper choice the method of literature research and contentanalysis, case analysis and so on,with the spread of weibo patterns and characteristics as a starting point, analysis the feasibility of weibo advertising development, putforward the suitable for weibo advertising in the form of path type and pattern, providesome reference for weibo advertising development theory support.However, due to the microblog advertising is still in the exploratory stage,theusers trend to avoid weibo advertisement instinctively, and users have a negativeattitude on weibo advertising spreading.Besides,advertising platform itself has somedefects,these all become the short board of microblog advertising development at thevery moment, the lack of regulation and effect evaluation problem also is the mainbottleneck that restrict the development of microblog advertising,the discourse of theseproblems remains to be strengthened.