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How to evaluate Weibo's influence
Analysis of Weibo's influential factors?

Sina Weibo is not the earliest twitter in China, but it is the most influential twitter in China at present. Due to various reasons, the early days of rice denial, twittering, muttering and Tencent gushing have not really developed. At present, Yao Chen, Kai-fu Lee, Zhao Wei, etc. are ranked in the top rankings of Sina Weibo, so who is more influential? What factors determine the influence of a Weibo blogger? ?

Before the discussion, two basic concepts, arrival rate and reception rate (self-created, not necessarily the most expressive), are explained. The arrival rate refers to the number of fans' pages in which Weibo's main message can appear, generally the number of fans; The reception rate refers to how many fans can see Weibo's main message. Weibo's main message can't be seen by fans every time, because it may be overwhelmed by other people's messages that fans pay attention to, so the reception rate is generally far less than the number of fans. The reception rate depends on the number of fans who follow others and the posting frequency of followers. If the number of fans who follow others and the posting frequency of followers are higher, the reception rate of the information you send will be lower, because your words are diluted by other people's information.

Generally speaking, the greater the number of fans, the greater the influence, which is the most intuitive way to compare, but the number of fans is not the whole influence. If they have exactly the same number of fans, can they be said to have the same influence? The answer is not necessarily, and in most cases, their influence is not equal. The reason is that Weibo's influence is also affected by the following factors:

1. Number of fans (in direct proportion): This is the most obvious and intuitive. The more fans, the more pages conveyed by words, the higher the arrival rate, the higher the chance of being seen by fans, the higher the reception rate and the greater the influence. Moreover, the number of fans has reflected the attraction and influence of bloggers to a certain extent.

2. The number of fans (in direct proportion): Weibo's influence is in direct proportion to the number of fans. Based on the first point theory, it can be explained that bloggers who are concerned by influential fans have greater influence; Because the forwarded or commented topic reaches the fan's page, the arrival rate basically increases in series, which naturally improves the reception rate.

3. The number of fans' attention (inverse ratio): This cannot be ignored. Weibo's influence is basically inversely proportional to the number of fans' attention. Because the more people your fans follow, the more information they receive, and the more likely your information will be overwhelmed, that is, the reception rate will drop (note that the arrival rate has not dropped). For example, both A and B have 1000 fans, but the average number of followers of A is 100, while the average number of followers of B is 10. If the speaking frequency of both parties is the same, what A said will be mixed in the information of 100, while B is only 10, so the reception rate of B. So if you can be followed by Chris Lee (note that the number of followers in Chris Lee is 4 at present), and she forwards your topic, then your topic will be almost 100% exposed on her hundreds of thousands of fan pages.

4. Activity of fans (in direct proportion): Activity refers to the frequency of landing in Weibo, and the higher the frequency, the higher the activity. Because Weibo's information is time-oriented, rather than the traditional top-posting mode, Weibo's information has a strong timeliness. If the blogger's information is not seen by fans within a few days, it will basically be completely submerged or ignored. Although the arrival rate remains unchanged, it is not seen by fans, and the reception rate plummets.

5. Interaction of fans (in direct proportion): Interaction refers to the enthusiasm of replying and forwarding, and the higher the interaction, the more valuable it is. Because being replied and forwarded itself reflects influence; Moreover, it can quickly improve the arrival rate, be seen by more people and improve the reception rate. The value of Weibo lies in interaction, that is, reply and forwarding. The pure one-way information flow is of little value. Have you seen Weibo with fans100000, but no one replies or forwards it? If there is, it's painted! When the number of replies and forwards reaches a certain level, it can ignite the tipping point, quickly lead to hot topics, and attract the attention of the whole Weibo platform and even the society, which makes the influence self-evident.

6. The level of fans: There have been many related discussions about the user level division, value and influence, which will not be expanded.

7. Weibo platform's own influence (in direct proportion): the platform itself has different influences. Under the condition that the six points are exactly the same, the influence of Weibo on different platforms is still obviously different. Basically, under the same conditions, the influence of Sina Weibo is far greater than that of Weibo platforms such as Jislanting and Whispering.

8. Weibo's own popularity (proportional): Weibo's own social and industry popularity and appeal.

As can be seen from the above, Weibo's influence is actually very complicated, which is restricted by many factors. The above analysis only involves three degrees, that is, the attention of bloggers, fans and fans. In fact, it can be infinitely extended to four or five degrees, which is of course more complicated and basically unnecessary. If an advertiser needs to place an advertisement or implant marketing in Weibo, you can refer to the above model.