Enterprise Weibo members include the official Weibo of the enterprise, the official Weibo of the enterprise’s products, the Weibo of the enterprise’s senior managers in China, and the Weibo of the enterprise’s employees. Under a large enterprise brand, the enterprise Weibo has opened multiple different functional positionings to communicate with netizens at all levels to achieve the purpose of shaping the enterprise brand in 360 degrees, which is what we usually call the Weibo matrix.
The Weibo matrix refers to the matrix distribution of the enterprise under the “4+2” model formed by the brand Weibo and customer Weibo, employee Weibo, product Weibo, fan Weibo, and event Weibo. The enterprise can carry out Weibo matrix marketing according to the scale of the enterprise, brand, and marketing personnel. For example, the Weibo marketing model of large enterprises: the official Weibo of the enterprise, the official Weibo of the enterprise’s products, the personal Weibo of the middle and senior managers of the enterprise, and several Weibo of the enterprise employees (depending on the wishes of the employees). The Weibo marketing structure model of small and medium-sized enterprises: the official Weibo of the enterprise, the personal Weibo of the middle and senior managers, and some Weibo of the enterprise employees (depending on the wishes of the employees).
Enterprise Weibo will also carry out account authentication. Account authentication means adding real name to V. This means that the enterprise Weibo account, the Weibo account of the middle and senior managers of the enterprise, the account of influential figures in the industry, and the Weibo account of the employees in Weibo must first obtain Sina authentication. The benefits of obtaining certification are: forming a more authoritative and good image, Weibo information can be included in external search engines, easier to spread and easier to enter the recommended Weibo list, gaining a large number of fans, and quickly increasing influence and communication power; at the same time, it can also prevent counterfeiting and shoddy products, especially for certified companies, the products or event information released have credibility, and users are also brave and willing to participate.