The Study of Microblog Marketing Based on Social Network Analysis

The developing Internet technology has always been continuously affecting and changing the way of marketing. The emergence and the explosive growth of microblog have also triggered a new change. The traditional 4Ps marketing model is replaced by digital marketing concept under the location-free competitive environment. A new technology called social network analysis (SNA) has been developed to analyze enterprises´ online marketing environment. Microblog, as a platform of social network becomes an important arena of enterprises´ marketing. This paper analyzes the advantages and business value of microblog marketing. We propose a framework for enterprises´ strategic marketing implementation on microblog from the perspective of information collection and information release. We emphasize the importance of social network analysis (SNA) technology as a useful tool to ensure and magnify the marketing effect.