Research On The Propagation Efficiency Of Enterprise Official Microblog Topic Activities

As a platform for information communication,microblog topic activities can help enterprises disseminate information about product and service,shorten the distance between users and establish brand image.The expansion of topic activities is accompanied by the input and output of resources,but there is a lack of research on the efficiency of the topic activities carried out by the official micro-blog.It is impossible to judge whether the topic activities of the official micro-blog are effective.As a result,this study collates the domestic and foreign scholars' research,selects evaluation index to construct the efficiency evaluation model of microblog topic activity based on the related information communication theory and the characteristics of microblogging topic propagation.At the same time,With the “Xiaomi phone" official microblogging as an example,this research uses the method of super-DEA to calculate the propagation efficiency of each topic activity.And then,we study the factors that influence the propagation efficiency of microblog topic activities,put forward the research hypotheses from three aspects: key figures,content adhesion and time factors to prove the influencing factors.The results show that the propagation efficiency of topic activities carried out by enterprise official microblog is uneven,and the most effective topic is the type of product promotion and emotional interaction.The frequency of enterprise release microblog in the topic activities does not promote the propagation efficiency,but high level participation of personal authentication in Sina microblog can promote the propagation efficiency.Meanwhile,the time that the enterprise release microblog in the topic page also affects the forwarding behavior of other micro-blog users.Finally,according to the results of this research,some suggestions are put forward to improve the propagation efficiency of the enterprise official microblog topic activities.For example,control the releasing frequency of official microblog in topic activities,enhance the emotional interaction,select micro-blog's release time and attract opinion leaders to participate in topic activities.