Empirical Study on Social Media Marketing Based on Sina Microblog

Social media is a new media platform based on Web2.0, Sina Microblog is the most mature one among the domestic social media platforms. In order to find out the problems and difficulties when using microblog for marketing, 100 enterprises´ official accounts were selected as examples. By collecting and analyzing the data of each enterprise, many problems have been found. Many small and medium enterprises didn´t take a full advantage of social media, and how to have quality interaction with fans didn´t receive enough attention by most enterprises. In the meantime, the corresponding problem-solving methods have been presented: mark, management, measure, moderate, which is very useful for social media marketing.