Enterprise Micro-Blog operation outsourcing is really wrong

Abstract: Now any is a business generally have an official Weibo account, as the enterprise external Communication and display window. And the use of micro-blog to achieve brand awareness of the rapid jump to the red case is also to be lifted, like Durex, fast schoolbags and so has become a classic case

Now any enterprise generally will have an official Weibo account, as the enterprise external communication and display of the window. And the use of micro-blog to achieve brand awareness of the rapid jump to the red case is also to be lifted, such as Durex, fast schoolbags and so has become a classic case. Weibo in the enterprise has the following advantages: 1, low cost, rapid dissemination, easy to establish a brand image in a short period of time, 2, interactive strong, easy to create affinity, close enterprise and user distance, 3, public opinion monitoring, timely access to user feedback, Enterprise Crisis PR tool, 4, power offline activities, social integration marketing right-hand man.

Because the above series of advantages so that companies have dabbled in micro-blog marketing, many companies are willing to find a third party generation operations, one is the hope that in the short term can quickly enhance the influence, the second is their lack of such ability, outsourced out of their own to save some things. In a product network salon, there are friends from the micro-blogging operations, said that they would have only developed micro-blog marketing backstage, to provide tools for enterprises, but later several companies urged them to operate, they have to put on behalf of the operation of the business also to undertake down.

When it comes to operation, the industry has mixed views. Positive attitude of the general view: On behalf of the operation by the third party professional team operation, in a relatively short period of time to enhance the enterprise micro-bo visibility, gathered a large number of fans; the second generation of professional marketing planning capabilities and user monitoring skills are not the general enterprise.

However, in the author's opinion, the enterprise micro-blogging operation outsourcing is really improper, for five reasons:

1, as a corporate brand image of the display window, on behalf of the operation of the lack of sufficient knowledge of the enterprise. Because the third party operation team is not the Enterprise Micro Bo Party's internal staff, therefore lacks to the enterprise product and the service sufficient understanding, in the daily maintenance also difficult to integrate the enterprise idea and the service spirit organically to the microblog content. Although through a variety of topics, the hype gathered a large number of fans, received a lot of forwarding and comments, but these forwarding and comments may not be the enterprise's brand image or product services to produce a real beneficial value, the large number of fans gathered is really the target customers are also difficult to determine.

2, as the enterprise and external communication and Communication Customer Service window, on behalf of the operation or will increase the cost of communication between enterprises and customers. As above, as a result of the lack of in-depth understanding of the enterprise, so when there is a customer consultation, the operator can not be the first time to give the correct and authoritative response, can only be transferred to the enterprise, and then by the enterprise to answer back to the operator, get answers to future generations of operators to reply to customers. In the middle of this one to the communication cost has become the enterprise and the operator of the common burden. If on behalf of the operator for the neglect of some of the advice, may be a small amount of damage to the enterprise.

3, as the enterprise and peer and partner cooperation window, on behalf of the operation is difficult to grasp the moment of cooperation opportunities. Each enterprise has its own partner, may be the organization, may also be some of the industry celebrities. Enterprise Micro-Blog in the actual operation will also bear some of the dialogue with the partners of the window role, which requires the operation of micro-bo people need to understand the industry dynamics, clear enterprise advantages and shortcomings. And the operator's more energy is in how to make micro-blog content more eye-catching, how to make the topic of the more hot, so even if there is the willingness to work on the door to temptation (such as comments or forwarding), on behalf of operators can not be acutely aware of this cooperation opportunities.

4, as the enterprise Public Opinion Monitoring window, on behalf of the operation is not easy to predict and identify the advantages and disadvantages of various types of information. Weibo's public opinion monitoring function is a big advantage for enterprises, but if the operation of micro-blogging is not the company's own people, the effect of this public opinion monitoring may be to play some discount. The news that a food producer's snack food was found to have dead flies in the bag was rapidly spreading on Weibo, creating a pressure on the company. The company's official microblog issued an apology statement the first time after the incident and contacted the victim in a timely manner to seek understanding, as Weibo responded promptly, thus avoiding further expansion. From this case can be seen, the operation of micro-blog operators need to constantly monitor with the enterprise, the industry-related information, timely response and follow-up, so as not to cause unnecessary losses. As a representative operation, although some of the monitoring tools and techniques can be used to detect some negative information, but in the first time to give a reasonable response and always follow the progress of the incident, I am afraid it is not on behalf of the operation can be competent.

5, as a complementary means of integrated marketing, on behalf of the operation in conjunction with other marketing activities, there is a certain degree of communication resistance. A joint sales of a home appliance manufacturer to organize offline promotional activities, the official micro-blog of both sides are fully involved in the activities of the publicity, not only on both sides of the micro-blog at any time to maintain communication, but also with offline activities to maintain unobstructed contact, at any time to release instant messages and organize online discussions For this kind of microblogging marketing activities, micro-blog operators of all aspects of organizational communication skills are mobilized, such activities can easily have enough impact on the enterprise. For such micro-blogging operations, it is not appropriate to intervene on behalf of the operation.

In summary, if only the pursuit of the brand name of the crazy exposure, you can simply choose to operate on behalf of micro-Bo packet down. And if the pursuit of precision marketing and solid customer accumulation, it is still more to think about how to do better. On the internet to see a lot of micro-blog marketing case analysis, the author believes that the first to truly understand the value of micro-bo, positioning its role in the enterprise marketing. It is clear that the need to arrange for the operation of micro-blog. In the course of operation, the outside team is asked to plan some activities and even events, as well as the creation of copy, are very helpful, and the keynote of the topic, and the user and partner communication, public opinion, such as testing or to firmly grasp in their own hands, in order to give full play to the role of the social media microblogging, and ultimately let its effectiveness to fully play.