中文摘要：

微博作为新兴的信息传播工具极大地解放了网民的话语权，给企业带来强大冲击力的同时，也给社会带来广泛而深刻的影响。本文基于企业网络舆情和社会影响力的概念梳理，结合传统信息传播影响力评价方法，从影响力广度、影响力强度和影响力速度三个维度建立指标体系，衡量和评价基于微博的企业网络舆情社会影响力，给出了各个指标的具体量化计算方法，采用专家打分和层次分析法对指标权重进行赋值，并且通过专家测试问卷调查对指标体系合理性进行验证；最后，提出该指标体系的4个应用范例，通过对的实证分析验证指标体系的科学性与合理性。本文旨在为企业管理者进行企业网络舆情管理提供决策上的支持。

英文摘要：

As the carrier and platform for broadcasting enterprise information on Intemet, Microblog along with its characteristics makes the enterprise public opinion on internet strongly impacting the social development. Based on the traditional evaluation method of informa- tion influence, we develop three dimensions including the range of influence, the strength of influence and the spread velocity of influence to build the index system to evaluate the social influence caused by enterprise public opinion on interact. The quantitative calculation meth- ods of indexes are given..The weights of indexes are assigned by the way of the experts rating and AHP. Then, through the experts test questionnaire investigation, the rationality of the proposed index system is verified. Finally, we put forward four application cases of the index system and verify the index system by an empirical research.