Sina to Release Platform for Third-party Microblog Marketing Services
BiaNews, 11/27/12
Chinese internet company Sina's (Nasdaq: SINA) Weibo microblogging platform is preparing to launch a "service provider platform" to aggregate microblog marketing service providers.
The new platform will serve as a gathering point for third-party service providers who offer enterprise microblog operation and marketing services, and will be a forum for companies to communicate and cooperate with third-party service providers. The platform will offer daily operations, microblog design, sales promotions, data analysis, and training and consulting services.
Sina has already opened the new platform to service providers.
Last month, Sina Weibo launched "Wei Renwu" ("Micro Task"), a task platform allowing enterprise accounts to sponsor other Weibo users to post or re-post commercial updates using their own Weibo accounts.
Wei Renwu derives revenues via a profit sharing arrangement with participating Weibo accounts. The platform takes a 30% cut of payments for sponsored updates in the form of platform usage fees. The new platform for service providers may adopt a similar model.
Keywords: online advertising SNS advertising Internet Sina microblogging revenue share
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