Communication Research On The Microblogs Of Enterprises–Take Sina Microblog As An Example

As microblog has arisen in recent years, many enterprises in China opened upmicroblogs, to promote themselves. As a part of corporate communication,enterprise’s microblog is a new media platform for microblog marketing,establishment of corporate brand, online interaction of campaigns. This study focuseson sina’s mass enterprises’ microblogs, which can be divided into media microblogs,brand microblogs and website microblogs. And with quantitative analysis, this studywill analyze the influence and operating effect of enterprises’ microblogs horizontallyand vertically. Eventually it comes to a conclusion of what kind of role an enterprise’smicroblog plays in corporate communication and if all enterprises’ microblogs arenecessary.The innovation point lies in the study utilizing content analysis in the assessmentof microblogs from a view of communication. By data analysis, it concludes that inthe development of enterprises’ microblogs, part of which cannot carry out thefunction of interaction and communication. Thus, their operating effect fells foul.Especially, some state-owned big enterprises restricted by communication policiesand ideas, their microblogs’ development face a dilemma, that it has authority but lackof openness. On account of problem mentioned above, this study gives a solution ofconfiguration professional teams, a flattening management and prepared outlines foremergency.