创业类意见领袖新浪微博的运营特征研究

在移动互联网技术的发展下,新媒体应运而生且迅速发展,其特点呈现出与传统媒体时代不同的特质,新媒体面向的对象大众化,内容多样丰富化,信息传递飞速化,其中新浪微博作为典型的新媒体平台,除了搭建起熟人、半熟人的沟通渠道外,也可被陌生人所关注,涉及领域范围广且还能够实现互动交流,具有高效开放性。近年来,创业类意见领袖纷纷将新浪微博作为传播的渠道,他们的言论行为都在某种程度上影响着粉丝们,进而推动创业教育和创业学习的发展。本文选取10位创业类意见领袖(Key Opinion Leader, KOL),对他们近五年新浪微博发文内容及发文量,更新频率、关注点等行为特征进行研究,对其微博数据进行量化分析,发现创业类意见领袖的特征有所差异,并针对大学生和创业者提出利用新浪微博进行创业学习的建议。

Research on the Operational Characteristics of Key Opinion Leaders on SinaWeibo

Under the development of mobile Internet technology, new media aims at the masses with diversified and rich contents and rapid information transmission. Its characteristics are different from those of the traditional media era. Sina Weibo, as a typical new media platform, in addition to building communication channels for acquaintances and semiacquaintances,it can also be followed by strangers, covering a wide range of fields and also enabling interactive communication, with high efficiency and openness. In recent years, key opinion leaders (KOLs) have been using Sina Weibo as a channel for communication. Their words and behaviors have affected fans to some extent, and promoted the development of entrepreneurship education and learning. This paper selected 10 KOLs to conduct a research on their Weibocontent and posts, update frequency, and concerns in the past five years and to make a quantitative analysis of their Weibodata. This paper finds that there are differences in the characteristics of KOLs, and puts forward recommendations for college students and entrepreneurs to use Sina Weibo for entrepreneurship.