An Analysis Of Microblogging Marketing For Enterprise And Its Effectiveness

Social Media, represented by microblog, develops dramatically in the recent years. With more and more target customers gathering in social media, enterprises expand their marketing activities into it. However, the weakness of analysis system of effectiveness puzzles the enterprises about how to do social media marketing. This problem also exists in microblogging marketing for enterprises. In order to know how to improve microblogging marketing project and estimate its investment value, it is necessary to find an effective method of analysis.To resolve the problem above, this thesis first points out that enterprise microblogging marketing is based on long-term and the analysis of its effectiveness should be focused on its influencing factors. Based on the theories of relationship marketing, in order to attract and retain customers, five marketing activities can be used to improve customer delivered value and satisfaction, including branding, promotion, pre-sales consulting, after-sales service and online reputation management. The combination of the purpose, indicator and influencing factors of these five activities builds up the mode of effectiveness of microblogging marketing for enterprise. Based on the data of 36 enterprises, regression analysis is used to modeling the effectiveness of branding activity. It concludes that two most important factors for branding on microblog are follower quantity and follower quality. Last, it discusses how these two factors affect the effectiveness of branding and how to improve them.Although this article emphasizes on the mode of effectiveness of microblogging marketing for enterprise and the modeling of branding activity, it is intend to provide a pattern and method of how to analyze the effectiveness of social media marketing.