Enterprise Micro-blog operation should go out of marketing misunderstanding

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As any one has hundreds of millions of users of the Internet products, micro-blog immediately after the launch of a wave of frenzy, the road star, grassroots Tatsu people, have been preemptive into the micro-bo, peremptory a "most dazzling micro Bo Feng" scene.

Early batch of star and grassroots people have tasted sweetness on Weibo, attracting countless eyeballs, like daily life in the center of the spotlight. In addition to the crazy growth of individual users, more companies are also targeting micro-blog, have set up a corporate microblog account, with the intention to beats on the big stage Weibo.

How is Enterprise Weibo?

In the Enterprise Micro-blog operation process, most of the enterprises in a learning process, from not understand to familiar. At the beginning, maybe everyone did not know how to play, open it, daily hair microblogging, brush the sense of existence. And then to some of the micro-blog marketing courses, Enterprise Micro-Bo to forward, to comment, to add powder. Most corporate microblogs are starting to tweet, increasing the number of tweets to get the desired indicator numbers. Can not find content, on some chicken soup, gossip ah, the formation of a "not enough, two to gather" micro-blog operation scene. In the development of micro-bo, also spawned a number of micro-bo generation operators, professional operating Enterprise Micro-blog account. A large number of microblogging marketing companies or individuals emerging, the level of business is uneven. There may be some micro-blogging marketing team with strong operational strength, but in order to make more money, will continue to pick up the new list. At this time, for the sake of convenience, they will find the material in advance, and then send out regularly. Such a economical method, some of the operating micro-blogging enterprises will certainly go to learn, to understand the operation of micro-blog is to human costs. As a result, we have seen countless corporate microblogs that are unattended. As we all know, Enterprise micro-blogging operations and Internet product operation is the same, there are KPI assessment, in addition to more than a micro-bo what method? Brush review. As a result, everyone is very satisfied, but virtually to the enterprise caused harm. In Shang's view, the company's microblog operation has gone into a misunderstanding, we all think that the data is the most important, all the work is arranged around the evaluation, and not to consider the enterprise micro-BO operation of the Enterprise brand has been promoted, whether to maximize the spread of corporate brand, in fact, has violated the original intention of our business enterprise Micro bo.

Micro-blogging Information flow change

In the process of rapid development of Weibo, many people have realized that the information on Weibo is too much and too messy. Sometimes, we focus on an account, will often find that it will produce with the account location unrelated content, there are a large number of plagiarism handling phenomenon exists. In this era of information explosion, no one is interested in information spam, when your fans can not see valuable content, they will still stay? Of course, I believe Weibo officials have long been aware of this problem.

After the new things get a lot of attention and crazy pursuit, also will produce many problems, need to make adjustments. As early as 2006, Facebook's thousands of users objected to the flow of information, and Facebook tried to transform the flow of information, the main principle is to interactively determine the flow of information to reduce frequency or display, through the comparison of interactive action and interaction, the user is not interested in content, and, according to the user's relationship, In particular, recent interactions determine whether information is displayed or displayed in priority. Through this series of actions, Facebook users have greatly improved their interactions, including comments, sharing and praise.

Similarly, Weibo is doing some work in this area by limiting the display of low quality, low interactive content, and spam marketing information that might otherwise be distributed to users. By optimizing the information flow, we can reduce the frequency of users ' exposure to spam, improve user experience and protect users ' interests.

According to Shang understand, the micro-bo information flow optimization targeted at three categories of content: the low quality of low interactive micro-blog content, spam marketing information micro-blog content, mandatory attention and account authorization generated by automatic micro-blog content and malicious brush screen and so on. After 3 months of trial operation, the low quality of the micro-boping platform, interactive content of the exposure rate decreased by 35%, while the average user in the flow of information to read the number of tweets increased by 14%, the release of micro-blog exposure increased by 33%.

Next, Weibo will use technology identification and manual processing, the micro-bonnet of the content of the junk marketing restrictions. If a micro-blog by netizens identified as marketing information, you can report directly, micro-blog officials will be based on the number of informants, reporting the credibility of users and other standards on the relevant micro-blog audit. Twitter, which is identified as a spam marketing content, will no longer be present in other users ' streams. If the reported account has doubts about the result, you can choose to lodge a complaint.

Twitter also focuses on default concerns, forced forwarding, brush screen and other behaviors, including the default attention to the account number, the screen to display the information published to show restrictions, and if it involves cheating in the application of the garbage content, micro-Bo will also be limited to the display, will also be based on the user report publicity penalties.

Enterprise Micro-Blog operation should strengthen service

Often have customers ask me this, now said that the effect of micro-Bo marketing dropped, and said that there is no sense of change, then we have to do enterprise Weibo? On the contrary, Shang that Weibo, after the dividend period of the new product, is now gradually entering a smooth period, the product system and user system is mature, users in the use of micro-blog is also more sensible , no longer needlessly forwarding chicken soup and worthless marketing messages.

Of course, the forwarding of comments at any time will not be meaningless, meaningless, meaningless comments, can also be called garbage Review. The evaluation is the data, in essence, we need to interact with the user, to have a relationship with the user, to have a sense of existence in the user's heart. And with the user interaction, need to bring valuable information and useful services to the user, which requires enterprises in the operation of the micro-government more effort, with high-quality content to impress fans to create interaction. So back to the problem of information flow optimization, when too many low-quality content in our feed stream, we can not even see what we want to see, you still have the mind to interact?

Micro Bo optimize the flow of information, Corporate Blue V will be the most direct impact. However, the move is not to limit corporate marketing, but to encourage companies to adapt to the trend, improve service levels, the intention to invest in enterprises will be more opportunities. Any Internet products are the same, enterprise Weibo account must be in line with their own brand positioning, to form their own microblogging style. The Government should change the concept of "quantity-guaranteed quality", go out of the misunderstanding of marketing, and plan the micro-blog content of the enterprise positioning, fine operation of the vermicelli, create the quality service, and truly play the fan economy.

Wen/Shang Weibo: @ Shang YT public Number: yutuoorg

Original link: http://www.yutuo.org/283.html