Evaluation Research For Microblog Marketing Effect

Microblog as a new social media, to a strong performance to become the latest hot topic in China’s domestic Internet industry. The spread of weibo brings change, also profoundly affected the development of marketing communications. Microblog attention from the second half of 2010 before the start of the round. The degree of concern microblog marketing began from 2011 later. From this perspective, we can say 2011 was the outbreak of microblog, microblog marketing is represented by social marketing. Many well-known companies have begun to realize the benefits of microblog marketing brings, and begin the microblog marketing. But on the other hand,Achieved good results in terms of enterprise microblog marketing handful, more companies are still in the exploratory stage, microblog marketing needs to be improved. Pursue its root causes,Or because a lot of companies do not have a clear understanding of the microblog marketing of their status in their overall marketing system, over overestimate or underestimate the role of micro-blog marketing. Meanwhile, the enterprise microblog operating process, companies can not accurately understand their characteristics and nature, but also the lack of basic theoretical approaches and success stories of reference, in particular microblog marketing practice does not develop in line with their own circumstances reasonably efficient marketing strategy.Launch enterprise microblog in sina weibo in China the earliest application of enterprises by the rapid spread of information on weibo, sharing, interactive, feedback, to realize the low cost of the product promotion, customer relationship management, brand communication, crisis public relations and sales promotion and other marketing value, through the influence of different functions of weibo users. Along with the development of the enterprise microblogging marketing, businesses are starting to think about how to evaluate the efficacy of the marketing, microblog marketing effect evaluation theory gradually the mainstream. But in the enterprise in the early stages of exploration evaluation system, due to the rating system is not accurate or enterprise talent training reasons, such as leading companies failed to achieve their own purposes. Therefore, according to the weibo, and weibo marketing related theory, combined with the microblogging marketing effect evaluation system of such factors as the present situation is fully ready to build a scientific weibo marketing effect evaluation system, in order to meet the needs of the development of nowadays enterprise microblogging marketing. On qihoo 360’s official weibo marketing behavior and effect analysis, the system is verified by the preliminary scientific, accuracy, for the enterprise microblogging marketing provides a new theoretical basis for future development.