Brand tweets: How to popularize the enterprise Micro-blogs

This research explores 22 official brand Micro-blogs on http://t.sina.com, using the integrated method of content analysis and in-depth interview to help contribute to credibility of the consequence, with the aim to cast a light on the commercial application of Micro-blog. The study demonstrated that currently Chinese enterprises\´ Micro-blogs are just on the starting stage, and Micro-blog is highly associated with the brand, which suggests a strong identity. Enterprise Micro-blogs enjoy a great diversity of posting forms, particularly, paying great attention to the adoption of “@” (reference to other members)and "#" (using tags or keywords). A variety of themes has been cashed in by co mp any twitters, as well a s the common applications of lottery draw. Apparently Chinese Micro-blog business users are acting as info-publishers, while in human touch they are relatively deficient. In the end, this paper gives some advice on how to apply Micro-blog better in business areas.