Enterprises establish direct contact with customers through Weibo. Faced with such a borderless communication platform, it is particularly important to accurately grasp the needs of users and effectively spread the information they want to convey in order to achieve commercial purposes. When enterprises use Weibo, they need to better think about and subdivide the target audience, instead of stiffly pushing the content to the audience. Enterprises should not pay attention to the number of fans, but should think deeply about the commercial purposes to be achieved by using the increased fans. Therefore, enterprises should focus on content when operating in Weibo. What is more important is to return to the essence of communication-that is, what the enterprise wants to share with the audience, what image the enterprise wants to create, humanize the enterprise and find its characteristics and personality. This is the most critical and basic problem. In order to make better use of Weibo platform, enterprises must find accurate target customers, actively invite target users to join their social groups and different offline activities, and achieve their goals with active, segmented and accurate content. 1. How to find accurate users in Weibo 1 Users who find users through tags usually put different tags on Weibo according to their own characteristics or preferences. These labels are set by users themselves, which can best reflect personal characteristics. According to the characteristics of these fans, we can classify them from age, identity, occupation, hobbies and so on. If our target users happen to coincide with a certain group of people, then such Weibo users are our target users and the people we need to guide. 2. Searching the topic of user Weibo by topic is realized by # Topic Name #. The biggest advantage is that we can directly find people who participate in a topic discussion through Weibo search. If you find that some users often participate in discussions on topics like #NBA# and # Football #, and your company happens to sell sports shoes, then these Weibo users are your target users. 3. Finding user micro-groups through micro-groups is a place where people get together for communication and interaction because of certain characteristics or topics. If the main topic of micro-group is closely related to your product, then the users in micro-group are also your target users. For example, a micro-group mainly talks about the topic of "weight loss", and your company happens to sell weight loss products or provide weight loss services, then these users are perfect. Second, how to make the target users become our fans 1. Weibo should have good content to attract users. Weibo, an enterprise, often sends some information about its own enterprise (such as enterprise news and new product release) to its followers, so as to expand the scope of publicity and improve its popularity. When publishing this kind of content, we should pay attention to it and update it frequently to ensure it is worth reading. Don't post some boring updates. Sending more interesting and distinctive content will get more forwarding and raise Weibo's attention. Weibo can write a lot: comments from related industries; Hot topic discussion; Share valuable experiences and record daily thoughts and feelings; Interesting things, new things happening around you, etc. We must let other users feel a true self through our Weibo. Only in this way can we win the trust of users. A simple enterprise information or marketing information publishing platform is very unpopular. If it is a cosmetics company, Weibo's content can include many aspects. The first should be the display of personal information. My beauty tips, new things I met today, what I did today, my feelings today, interesting things mentioned in chatting with friends and so on. Secondly, discuss some topics about beauty. For example, a star's beauty cheats, some forwarding recommendations of beauty information, and some experience in using cosmetics. Third, Weibo should send more interesting or valuable content to attract users. For example, a little joke you just saw or a valuable news. 2. Pay active attention to your users. If your Weibo can have some high-quality content, and most of them are content that target users like to watch, then the next thing is to attract them to your Weibo. It's a good idea to actively pay attention to your target users. After gaining new attention (i.e. new fans), ordinary users will pay a return visit to their Weibo to see who the new fans are and what they have published. At this time, if your Weibo content can arouse users' interest, then in most cases, he will take the initiative to pay attention to you and become your fans. If your personal information is richer and your avatar is more attractive, you are more likely to have sex with each other. 3. Forwarding comments on users' information. Not all users will pay a return visit or fan their new fans. In this case, we need to take the initiative. Weibo, who often forwards users, writes some valuable and in-depth comments while forwarding, which can attract users' attention in a few times. Users will feel that they are respected, the published things are appreciated, and they have found a like-minded friend. At this time, users take the initiative to pay attention to you and become your fans. Although this method seems simple, as long as you stick to it and comment on other people's information with your heart, you can finally achieve very good results. 4. Micro-groups in the target user group actively communicate with each other. Micro-group provides a place for everyone to exchange and discuss around a topic, and the members of the group are often people who pay attention to this topic. If we can often publish some content that users pay attention to, often communicate and discuss with users in the group, help users solve problems and even become celebrities in the group, then users in the group will gradually become our fans. Third, Weibo 1 How to achieve the marketing objectives of enterprises. Winning the trust of fans is fundamental. Weibo marketing is an active communication based on trust. When publishing marketing information, only by gaining the trust of users can users help you forward and comment, and can they produce greater communication and marketing effects. The most important way to gain trust is to keep interacting with your fans and make them feel that you are a sincere and enthusiastic person. The information of fans should always be forwarded to comments, and help in time when encountering problems. Only in this way can we form a close relationship with fans. When we release marketing information, they will also take the initiative to help us forward it. 2. Advertising needs certain skills. When publishing the marketing information of an enterprise, I suggest that you don't be too direct in wording, and try to skillfully embed the advertising information into valuable content. Because this kind of advertisement can provide users with valuable things, it has certain concealment, higher forwarding rate and better marketing effect. Tips, free resources and interesting things can be embedded in advertisements, which can provide users with certain value. 3. Marketing through activities (1) and prize-winning activities. Offering free prizes is a marketing model, but it is also a means of promotion. Many people like this kind of prize, and they can get certain users in a short time. Prizes must be urgently needed by users in order to fully mobilize the enthusiasm of fans. (2) Special offer or discount information. It is also an effective way to offer discounts for goods within a limited time. For example, Weibo, an enterprise selling host or domain name, can regularly publish some limited-time discount codes, which can be purchased at a low discount, bringing good communication effect. There must be enough discounts and concessions in the promotion activities, so as to trigger the viral spread of fans. The text of promotional information should be attractive and accompanied by exquisite promotional pictures. If you can invite a popular blogger with a large number of fans to help you forward it, you can maximize the effect of the activity. Regular activities and design topics in Weibo can satisfy fans' creative spirit and willingness to share, and stimulate their enthusiasm for corporate Weibo. Enterprises use Weibo to conduct online marketing, and challenges and opportunities coexist. How to seize the fleeting opportunity and realize the value of enterprise network marketing? 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