高转发品牌微博特征研究——微博营销新思路

Research of Features of Brand Micro-blogs with High Forwarding Number： A New Thinking of Micro-blogging Marketing

转发和评论情况能体现用户对品牌微博的关注、认同和喜爱程度，它比粉丝数目更能反映品牌微博的营销效果。本文对戴尔、方正、欧莱雅、大宝、杜蕾斯等五个品牌获得500次以上转发数的共计359条微博进行分析，探究微博转发数、评论数与微博内容之间的关系。研究发现，互动式微博的相对转发率和相对评论率都很高，且可能获得超高转发数；求爱式微博吸粉效果显著，共振式微博能引起更广泛群体的共鸣；以问号结尾的微博能吸引用户参与互动。

Forwarding and comment can embody degrees that how users pay attention to, identify with, or love a brand＇s MicroBlog, which does better in reflecting Brand MicroBlog＇s marketing effect than the number of followers. In this paper, researcher chose 359 micro-blogs forwarded more than 500 times, from 5 brands＇ MicroBlog, Dell, Founder, L＇Oreal, Dabao, and Durex, to carry on the analysis, exploring the relationship of forwarding number, comment number and micro-blog＇s content. Research found that the relative forwarding rate and the relative comment rate of Interactive Micro-blogs are very high, and it may get ultrahigh forwarding number. Wooing Micro-blogs increase the number of followers remarkably, and Resonant Micro-blogs can cause resonance of wider population. Micro-blogs with a question mark at the end will attract users to interact.