What is Sina Weibo Micro-task?
Micro-task, or Weirenwu in Chinese pinyin, is the official platform for posting and accepting Weibo tasks. At present, this section is visible only to enterprise users. Enterprises users can start this function by entering this section. Then they can create tasks and choose some specific weibo accounts to post or repost ad campaigns. As for the non-enterprise users, in order to being part of this, they have to apply for enterprise certification or contact customer servicers.
Before establishing a task, the enterprise users need to top up their account via a new online payment tool by Sina, Xinfutong. Only when there is enough sums in the account can the task be created; and, the minimum to top up is 5,000 yuan (USD 800). Texts, pictures, URLs and time settings are also needed.
Who receive micro-tasks?
And how does this platform choose the listed accounts to accept tasks? Depending on the total number of fans, activity of fans, quality of weibo post and some other parameters that Sina use to evaluate, each account on this platform will be graded. And their scores have significant meaning to users’ choice.
The qualified rating from low to high is: one star, two-star, three-star, four-star, five-star, six-star and diamond. Except for the grades, micro-task platform will calculate advising price for each account.
What are the advantages of using the task platform?
According to the official, Sina micro-task could provide more benefits for marketers than grassroots weibo accounts. It has great advantages in credibility and transaction protections.
For enterprise users, micro-task could provide most suitable data supports to guide and help with the promotions. For task receivers, all contents on this platform had been audited, so no account will be cracked down because of spamming.
Online Discussion Regarding Micro-tasks
Micro-task platform aroused a lot of concerns since its release.
Someone said there was no need for such kind of weibo marketing platform. Most weibo marketing accounts have their own system to attract business, plan campaigns, and charge by type of content. With more than 2 years’ operation, they have their own target clients. In addition, pricing between marketers and weibo account owners could be more flexible without intervention of third-parties.
Someone doubted the public credibility and transparency of this platform. What are the measures of account grades? It is very hard to persuade the public without more details. More openness in marketing accounts may be counterproductive in promoting sales. People are always disgusted at obvious advertising. By listing them on this platform, marketing accounts are likely to lose the trust from their fans.
What do you think?