Three types of successful Weibo account models are analyzed: 1. Dandelion model used by Adidas with collaboration between topic-specific accounts and the main account. 2. Hub model used by Wanda Film Centre with one official account forwarding to localized accounts. 3. Binary star model used by Yiguan Group with professional accounts run by business leaders that have influence due to their expertise.

1. Group Weibo Account Analysis (Three Different Kinds of Successful Weibo Account)
Translated from 2011-5-集团帐号模式 forsocialbeta
1. Adidas
Content: products
Commentary and forwarding
information/offline
the information of V users
activities/ clothing match/
and official website
attitude towards life
Adidas
Collaboration between each
Interaction with users (reply
account (adidas
comments and arrange
football/adidas basketball
activities)
etc)
Type: Dandelion Communication Model

2. Matters
Advantages need
attention +Each account
Enlarge the should be
coverage of maintaining
information and independence
strengthen its otherwise
influence by information
forwarding redundancy
+Don't forward
weibo frequently
otherwise users
are disturbed
2. Wanda Film Centre
Content: official account
Feature of account: one
focus on brand construction
official account + different
and local accounts arrange
local accounts
different local activities
Wanda Film
Centre
Every local accounts in
Attach great importance to
charge of forwarding weibo
localization
from the official account
Type: Hub mode

3. • transfer information from
centre to local directly
Advantages • arrange local activities to
attract local users
Matters • different local accounts have
to focus on different people
need • pay attention to regional
diversity
attention
3. Yiguan Group
one official account, many
Features of account:
business leaders and
professional, followers are
professors' account, specific
high-end crowds
accounts (e.g. news, events)
Yiguan
Group
Business leaders have a focus on people who are
strong influence on industry belonging to the related
trends industires
Type: Binary Star Mode

4. business leaders in one company
people like to listen other must be the outstanding persons
people's opinon so that business in the industires and they have
leaders' weibo has more power to publish their own valuable
than official account opinions constantly