Sina Weibo is a micro-blogging application that has similar characteristic with Twitter. It now achieved over 20 million users and the number of users is predicted exceed Twitter in next 2 years. The huge success of Sina Weibo reflect the impact of community marketing in China.
The raise of Sina Weibo is benefited by its simplicity and expansibility. Sina Weibo can be seen as a simplified product of community marketing. It allows the face-to-face communication in such a easy way by using mobile phone and internet. Sina Weibo goes beyond segmentation as an open platform and that is what most firms are doing in recent years. It broadcast millions information through a mass way and leaves users to search the information that they demand by themselves.
Not only the famous organizations but also small businesses are now using Sina Weibo as a tool of community marketing. Many users may directly escape from web1.0 and web 2.0 and they may only have very limited knowledge of internet. What they do is holding a mobile phone which with built-in application of Sina Weibo and publish what they want to let consumers know about them. Everyone can does this without complicated courses. Therefore, the simplicity of Sina Weibo contributes to the success.
Additionally, the expansibility contributes to the open platform. The traditional online forum allows internet users to communicate with particular topics but it is not able to connect with other networks. Internet users need to register into different discussion board to get access with different topic ranges. Sina Weibo, on the other hand, enables users to communicate in different ways with different topics. For example, many flight agents now are connecting with Sina Weibo, Weibo can collect the relative information to people who use those flight agent, such as, who else is going to the same destination, even the person who will take the same flight with you.
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