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201O Second International Conference on Communication Systems, Networks and Applications The Potential Marketing Power of Microblog SUI Yue International School Beijing University of Posts and Telecommunications Beijing, China ee07b563@ YANG Xuecheng School of Economics and Management Beijing University of Posts and Telecommunications Beijing, China yangxuecheng@ Abstract Microblog is becoming one of the most popular social network platforms with the rapid development of the Internet. Many companies, organizations and those who are interested in customer relationship have paid attention to microblog represented by Twitter. This paper discusses the concept and characteristics of microblog and analyses the possible marketing strategy of microblog on the basis of the discussion. Further, we makes a case study on Starbucks, a company which makes microblog as a marketing tool and at last, we offer some implications on marketing based on microblog. Keywords: microblog, e-commerce,marketing implications I. INTRODUCTION Communication and participation are key characteristics of Web 2.0 and also the key characteristics of social network, such as Facebook, Myspace. User plays two roles, the customer of web content and the manufacturer of web content. As such, many application services based on Web 2.0 are developed, such as blog, online community. Although blog provides a platform for users to publish information unrestrictedly and for this reason breaks the absolute monopoly of information owned by portal website, keeping blog updated in time and publishing excellent blog articles usually requires blog user to spend a lot of time and efforts. Therefore, the concept of microblog generates. Usually, microblog limits the number of word within 140 and such it provides user a platform to publish short information. At present, Twitter, put online in March, 2006 in San Francisco, is the most famous microblog service in the world