Five characteristics of Weibo communication

Five major characteristics of Weibo communication

Weibo is a product of the continuous development of the Internet in recent years. It began to enter our country in 2007 and ushered in the spring of 2010. It has sprung up like mushrooms after a rain. So far, the number of active users of the four major Weibo portals of Sina, Tencent, NetEase and Sohu has exceeded 300 million. The following are the five major characteristics of Weibo communication that I have compiled for everyone. They are for reference only. Let’s take a look.

As the name suggests, Weibo refers to a microblog. However, judging from its impact on the communication ecology and social ecology, Weibo is far from being as simple as the literal explanation. It has changed the traditional way of information release. The trend of professional media gives everyone the opportunity to become a publisher and commentator of hot information. In other words, everyone can become a media. It has shaken the existing stable communication pattern to a certain extent, and the consequences it has brought The social and communication revolution is called a “micro-revolution” in the industry. In summary, the media Weibo has the following five characteristics.

First, the operation and requirements are simple, and the content is highly original.

Weibo is simple to register and operate, and the requirements for writing skills and time are not that strong. A picture can be turned into a short blog post in one sentence, which greatly lowers the entry threshold and is convenient. The popularity of Weibo is very consistent with the fast-paced lifestyle of modern society. At the same time, Weibo users can also perform functions such as searching, forwarding, commenting, collecting, and following through the Weibo platform to quickly view the information and topics they are interested in. Moreover, compared with the "passive" attention of blogs, the attention of Weibo is more "active". Just click "Follow", which means that you are willing to accept real-time updated information from a certain user, some original information from ordinary people. After the sentence was spread on Weibo, it was also regarded as a "classic" and spread.

Second, the communication content is diversified.

A microblog that only accommodates 140 words can be disseminated in a variety of ways with the help of multimedia technology, such as text, pictures, videos, etc. The information is expressed in a more vivid and vivid form, which enhances the user experience. The reading experience improves the stickiness of its use. Moreover, Weibo adopts a follow-up interaction method, which can realize point-to-point and point-to-multipoint interaction, making information dissemination more extensive and efficient.

Third, information dissemination is real-time and fast, and there are various ways of sending and receiving.

As we all know, Weibo users can publish and publish content through web pages, WAP pages, mobile SMS/MMS messages, instant messaging software (such as MSN, QQ, G-talk, etc.) and third-party Internet tools with open API access. Forwarding information (generally limited to 140 characters), "It breaks the restrictions of region and time, and realizes the real-time dissemination of information across media, cross-systems, and cross-platforms. The speed of information diffusion also increases geometrically, and can reach the largest number of witnesses in a short period of time," said Shi Lu, planning manager of NetEase.

Fourth. Fragmentation and decentralization of dissemination information.

"'Fragmentation' is an image to describe the current communication context of Chinese society. The original meaning is that a complete thing is broken into many pieces. In terms of communication influence, in the past, professional and authoritative media were relied on to "give orders" The era of "World" no longer exists, and the channels for information dissemination are more diverse. Weibo is an effective channel for information dissemination. The information produced and disseminated by Weibo also has fragmented characteristics, and most of the content is trivial personal life spoken in vernacular. "For the forwarding and tracking of news, events, and information, each individual piece of content can only express limited information." Fu Zhihua, deputy general manager of DCCI Internet Data Center, said in an interview with "The Advertiser" that although the information is highly fragmented, However, those "opinion leaders" with high attention, including the remarks of celebrities, corporate celebrities, media leaders, or other news events with high attention can also be highlighted in the massive information, and be followed and followed by most people. focus on. Nowadays, the massive free information on Weibo has also become a convenient outlet for media staff to find topics.

Fifth, virtual identity and social identity overlap to a great extent.

Generally speaking, the main information of micro-communication is personal, social, and even journal-style records, which can easily restore one's own life, work, and emotional state.

Therefore, most Weibo users intentionally or unintentionally match and disclose their virtual identities with their real social identities. The correspondence and overlap of these two identities produces two regular micro-communication effects: one is to highlight the personality narrative; the other is to form opinion leaders, who are also the most valuable representatives in Weibo marketing.

Expanded content:

Advantages of Weibo:

1. Interactivity:

As if overnight, those who were once mysterious Stars, celebrities and celebrities seem to be in front of us all at once through Sina Weibo, and what was once far away no longer feels far away. It can be said that celebrities and stars lit the first fire for the "burning" of Weibo.

2. Immediacy

Sina Weibo’s astonishing spread speed and scope satisfy the “vanity psychology” of many users who want to grasp information as soon as possible. With the development of the Internet, the speed of data traffic is no longer an obstacle for users to use mobile apps. People are more willing to use their fragmented time to browse Weibo and enjoy the stress relief, latest news and entertainment gossip brought to them. Come enjoy life.

3. Autonomy

Everyone can express and spread their own opinions through Weibo, thereby forming their own audience group. In addition, users can also communicate and interact with their friends, classmates or colleagues through @, forwarding, etc.

Disadvantages of Weibo:

1. More and more advertising and marketing

With the rapid development of Weibo, more and more businesses are looking to Recognizing the huge potential benefits and business opportunities, they continue to post advertising content to Weibo, including some travel, English and other special topics Weibo are increasingly filled with various advertisements.

2. There is less and less valuable information

As users continue to publish their daily daily necessities, food, housing and transportation, and forward some trivial life matters of big V, the amount of information in Weibo content It is gradually decreasing, and other users will inevitably feel disgusted with these things when browsing Weibo.

3. Content restrictions

Although the current regulation of speech is very strict, many people still want to use Weibo to break through this limitation, and these people who want to break through the restrictions will always fail to do so. Zhen De posted the information on Weibo, and rumors spread all over Weibo. These rumors have more or less reduced the credibility of Weibo information, thereby making users doubt the credibility of Weibo. ;