Managing Strategies In Enterprise Microblog

Since the thumb of microblog "Twitter" was born, The Internet practitioners and scholars began to explore the profit model on it-how to make information integrated. The view point of the paper is that public relations should be a much more important function than marketing. It is transmitting the brand concept, interacting with fans and increasing brand awareness that an enterprise microblog need to undertake its mission. Based on this opinion, the thesis will discuss how to manage the enterprise microblog so that it may achieve a better goal.Firstly, the thesis introduces the general situation of enterprise microblogs home and abroad. By retrieving literature of microblog management, microblog marketing and microblog public relations, the advances and shortage which are the basis and reference of this thesis have been pointed out. Secondly, the definition and classification of the enterprise microblogs have been clarified, as well as the value realization of them. In order to borrow ideas from popular enterprise microblogs,55enterprises’Sina microblogs whose followers are more than200,000have been sampled, and the enterprises’features, microblog style, interactive relationship features and tweet features have also been collected and analyzed. As a result, the factors that influence the enterprise microblogs to become popular are various, such as the enterprises’business, microblog users’customs and interests, brand awareness, and so on.2811tweets have been extracted from the former sample so as to establish a new sample and analyzed by SPSS. The topic type, length and time of tweets turn out to be the important factors which affect the power of communication.Thirdly, based on the former study, the problems in managing enterprises microblogs have been discussed. Here we conclude the transmitting features of enterprises microblogs, and point out that their core function should be image construction, main function is information transition, interaction cooperation, promotion, advertising, entertainment, education and public opinion surveillance. While they also have negative impacts, that is misleading the public, causing public opinion crises and damage the companies’image. Not every enterprise is suitable for microblog marketing.Finally, the last part is concerned with a microblog management strategy which is deduced from "lean thinking" in marketing, called "Lean Managing6R Strategy" Suggestions about tweets’content, interaction, sales promotion and crises response have also been put forward.