微博为品牌和消费者之间提供了对话式沟通的机会，不少企业也已经注意到了利用微博进行品牌沟通的重要性。然而，当前的实践活动尚缺乏系统的理论指导，相关的实证研究更是付之阙如。文章基于对28家品牌微博的沟通内容进行了取样分析，实证研究了不同类型微博内容的影响力差异，并进一步比较了不同类型品牌的内容倾向。研究发现：品牌微博的内容分为关系构建型、行为引导型和信息提供型三类，且行为引导型的内容最多；不同行业的品牌微博存在明显的内容发布偏好；行为引导型微博最容易获得更高的转发和评论机会，关系构建型次之，信息提供型最低。%The booming of Microblog has provided an opportunity for dialogic communication between brand and con-sumers.The importance of brand communication via microblog platform has largely attracted the attention of corporations, while no systematic guidance has been yet reached for practical campaign and the empirical study is even less.This re-search conducts an empirical study based on the communication content of 28 brand microblog and examines the difference of influence among various types of content.It further compares the content preference of the microblog post between differ-ent industries and thus achieved the following findings:the content type of brand microlog can be divided into information providing,community construction and action guidance,of which the most is action guidance;there is an apparent prefer-ence of microblog content among industries;the action guidance type of microblog is the easiest to attract the most reposts and comments,following is the type of community construction and the least is information providing.
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