Self-cultivation of a media micro-blog Editor The value of Weibo to the media

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For the media, Weibo seems to be a lifeline to some extent, and the media is more vocal. Micro Bo is a new thing, how to do are groping. However, no matter how to explore, the media Weibo should have a certain bottom line and conduct, at the same time as a new media channel, its evaluation index is still open to discussion. Micro-Blog editors should not be subservient to the requirements of the KPI, in the nothingness of the number of anesthesia themselves, like a squirrel in a cage running in the same state of the ghosts constantly looking for stimulation and superficial, for the public carnival and entertainment to death.

I am engaged in micro-blog editor for more than a year, in charge of the financial Journal of the Micro-blog @ business Value Magazine, this year has been a mixed, this job let me gain a lot, but also let me in-depth understanding of the platform of Micro Bo the positive energy and mixed with various kinds of unbearable yingyinggougou. For the industry's spit, before the micro-blog has said a lot, this time to think about a year to conduct a comprehensive comb. I would like to talk about some of the phenomena in the media microblogging circle and what I think is the solution, and welcome the colleagues to beat the bricks violently.

The inferior image of Weibo

Eyeball-Driven KPI

We all know that news theory has a gatekeeper, that is, before the news in the newspaper, there will be a final review, decided that the newspaper is not reported. In China, of course, there is one of the most secretive gatekeepers in the news. Later, there is a micro-blog, the threshold of speech is very low, all kinds of media have entered micro-bo, Jiangshan.

The post of micro-blog editor also came into being, the individual media account, Micro Bo on the gatekeeper is the account of the Micro-blog editor. Weibo's product design and operations strategy has strong media attributes, may be to stimulate platform activity, Sina Weibo has a special ranking of the situation, the various fields of micro-blog account to do a ranking, ranking based on the number of micro-Bo fans, the day post volume, forwarding and comments. As a result, Pandora's Box was opened, and the crime and punishment of Weibo editors jumped out.

The rankings have quickly become a KPI for many media leaders to apply to Weibo editors, at least to ensure that they are posted. What do we do? Urban news media, micro-blog editors are looking for social news, and in fact, many financial media one day can not guarantee the amount of 20 to 30 financial information, but also the cross-border hair of various types of social lace news. Of course, some of the smart old jokes are also the financial media Weibo favorite material.

Many accounts stand out in this ranking of indicators, they occupy the top of the microblog list, so the Matthew effect and demonstration effects, their growing number of fans, in the eyes of many media leaders, their model is successful, such media microblogging account is the benchmark, Industry peers in the form of content and release frequency are all beginning to follow. More and more media Weibo accounts are starting to rage in inefficient and vicious competition-spell speed, spell hot spots, and who can cater to fans.

Shoddy content

This is a cock silk industry, practitioners generally lack of journalistic ethics and value judgments, in the eyes of most micro-blog editors, the number of fans, forwarding comments and rankings ranking is the ultimate goal. So the microblog editors are going to find and share the news material that can stir up micro-blogging fans and flirt with Weibo fans, regardless of their media brand positioning.

Metropolitan newspaper Media sends social news, business, political and economic magazines also reduced to social lace news, the sound of the old jokes and amplifiers, I can hardly imagine that some very good professional financial media, the magazine or the website of its micro-blog has become the public to release the social lace news bridgehead. Under the pressure of eyeball-driven KPIs, media microblogs are churning out shoddy, untested, homogenous information every day. Earlier, there was a news that specialized marketing companies concocted and disseminated all kinds of sensational social news, because they know that media microblog editors like such dishes! If you know anything about Weibo, It's probably known that every day on Weibo, there are a lot of news messages that are not really sensational and have been proven to be rumors. Yes, this is part of the source.

Copy you can see you?

We all know that the Chinese Internet has a different place than the Western countries are China has four major portals occupy the news Highland, and the traditional media own website is not no, is living very miserable, worthy of respect is the Caixin network is challenging this model.

In the portal era, the value of traditional media is greatly denied by the portal, and the narrow flow of the portal has forced the traditional media to contribute to the portal with low prices and even free of charge. And now, this is even more so, before the portal to deprive the traditional media, now is the portal and the value of traditional media by the microblog account to hijack and deprive. The content of the media sites scattered across each portal can be released unconditionally without any restrictions on all Weibo accounts, and a good practice is to label the sources on Weibo, most of which are not even linked. But even if you add links and sources, what's the use? Weibo audiences basically don't notice who this content is, they are simply concerned about the content itself. So a media hard to write a cow manuscript, posted on their own website and micro-blog, and was crawled by each portal, and then B media to publish this information in their own micro-blog account, and its micro-blog account more than the impact of a media, at this moment to work hard to contribute to the original content of what you want to do? is the channel really greater than the content?

Years ago, the IT circle once circulated a word: Copy you can see you. This sentence used in the field of micro-blogging in fact more consistent.

The value of Weibo to the media

What is the value of Weibo to the media? I would like to talk about this issue mainly around the financial media that I am familiar with.

For the media, in general, Weibo should be media extension and new content carrier, it is a good distribution channel, it is not even less important than the media own mobile clients.

Its value has the following points:

The summary of the main idea of the article and dismantling, you can put the article very well to their fans, through the hyperlinks of the forwarding, can let their content spread farther. Through this long-term valuable content of the continuous push to strengthen the reader's heart brand image and temperament, so that the publication of the magazine to benefit, brand image promotion. What can be more than let your article go farther by more people to see more let writers care? What could be more exciting for writers than to see the reader's feedback directly?

is trying to commercialize the microblogging. If the media microblogging as a magazine, it can also have ads, the current industry practice is the advertising content disguised as normal information to publish, in many cases Weibo readers can not recognize this is PR content. In fact, when the release of the time why not openly to the magazine labeled this is advertising. Add a similar to this micro-blog AD # for the label, although this operation will encounter microblogging readers rebound, and its advertisers to bring the value of the ads may also be less than the content of no logo, but I think it is necessary.

In fact, the biggest value of media microblogging should be the recessive brand promotion, this brand value is difficult to use money to measure, in the long-term value of the output of content, micro-blog gathered a large number of loyal readers, on this basis, the promotion of many of the media's own business will be more effective, such as conference promotion, meeting Micro-blog site reports, Mobile client promotion, media Research, topic feedback, etc. This is a forward loop to the media.

Reader database, the fans will be a very important part of the media database by continually outputting content and the fan population rolls up.

Self-cultivation of a media microblog editor

Farewell to selling Meng

Media Micro-Blog editor, first of all should be done as a media presence, followed by Weibo. The micro-blogging marketing rules in companies should not be too much for him. Media microblogging editor, he should first be a media person, second, as the microblogging of the new release channel operators. A good micro-blog editor should have an international perspective, understand the content of the news, have editorial ability, the ability to choose a topic, news integration and creative ability, have news ethics, understand micro Bo, quick reaction, can be called the compound talents.

Creative ability of the foothold for the micro-bo map. Media Weibo editors should temper the ability to form their own views quickly for an event, and he will also temper the ability to discuss and interact appropriately with the people in the industry on the information released. In the microblog chain, his final destination should be micro-blog editor. Media microblogging should not be a only quick news, will only sell Meng and clever account.

Don't hurry the news.

Take my business value magazine for example. From the perspective of values, it inherits the editorial spirit of the magazine, focus on the technical business sector, never meddle in social news, do not belong to the field of caution, professional media to do professional things, for major social events, if not in line with the commercial value of the magazine positioning, but also to hold live, rather lose the active degree, also do not participate.

Unless there is major news in the scientific and technological world, the commercial value magazine does not send fast news in the business world. Its share of the content is based on the magazine article itself, will focus on refining the article, a main micro-blog-speaking framework, a number of forwarded micro-blog to explain the views of the article respectively. If there are valuable discussions in forwarding and commenting, forward and discuss.

All in all, dry goods and thoughtful, valuable ideas. Have to mention, in the whole media environment, it now has a small amount of similar and magazine temperament of the external content, micro-blog text after the understanding of two times to create, with links to articles. For many suspicious content, will repeatedly carry out multiple sources of verification, to avoid publishing false information.

One piece forwarding tens of thousands of times less than one point forward 100 times

I think that Weibo should seek quality and not demand. For the number of forwarding, a piece of text forwarding tens of thousands of times, is not as good as a real valuable content forwarding 100 times. The former figure is the pleasure and quantity, the latter is really let you expose to your readers, can let the viewer see your professionalism, and then interested in you, that he did not forward this Weibo.

Careful use of long Weibo

According to the current trend, long micro Bo gradually become a trend, not only the text of the long microblogging is increasingly popular, many media have begun to try pictures of the information map, trying to rearrange the entire article in the form of a picture published. In fact, I have been skeptical about this trend, Weibo as a medium, it has fast characteristics, according to McLuhan hot and cold media theory, this feature is not related to the micro-BO public opinion environment, but its product shape decided. Is your long microblog really going to be a lot of patience to see it? or just applause.

On Weibo, information exists in a fragmented format, people's reading habits are also fragmented, fragments of content and the brain contact with the moment determines whether it is forwarded or commented, move over the next one, so I think people generally do not have the ability to read the whole article on Weibo. In fact, the effect of an article link may be better than a long microblog, after all, the Web page such media more suitable for in-depth reading.

There have been some cases, the first example: a micro-blog with the wrong long Weibo pictures, micro-blog text and pictures are completely unrelated content, this micro-bo forwarding is very high, but see comments or forwarding language, are directly to the micro-blog text discussion, no one found that the picture is wrong. The second example: the picture is not wrong, but the microblogging text is processed into a popular form, while the long microblog content is more in-depth and more comprehensive perspective of the text, the same comment and forwarding language is only the discussion of micro-blog text, and there is no discussion of the content of long micro-blog.

Of course, I am not saying that in all cases people will not be in the micro-blog directly read long articles, in fact, in a number of specific issues such as "the Korean War Incident", long micro bo very good solution to the microblogging too fragmented and not conducive to discussion of the issue.

From another utilitarian point of view, even though the long microblogging operation in the microblogging does not have problems, but to do a beautifully illustrated long micro-blog is necessary to spend energy, some media even specially equipped with micro-blog image designer. A micro-blog life cycle of only two hours, in this time, its life bloom, but then, the good content and then the beautiful picture will be submerged in a lot of new content, then your labor results of the value of how to be better reflected? will not pay and get a disproportionate amount of return?

Weibo is a one-off product of fast decay, unlike a Web page or magazine article. Do we really need to make it heavier? Does its media attribute really carry so much information? It's worth thinking about.

The core value of media Weibo editors: content ability

I have been positioning myself as a media person, not a marketer, for the work of the media attributes than marketing attributes, more valuable to themselves. Microblogging for the media, as a new distribution channels exist, practitioners are both content producers, but also the operator of this new platform. It would be dangerous if practitioners were simply addicted to the pleasure of forwarding and rising fans. This way you will not be able to get content, and operating media microblogging will not make you get how good marketing skills, because the enterprise micro-bo Creative, Enterprise Micro-Bojo to do a lot more difficult than the media micro Broad.

Where do you go at this moment? Only when you have the ability to content, really grasp the core value behind Weibo-content, Micro Bo can bring you the promotion of marketing skills, network access to have the icing on the cake. Even if you don't do Weibo, you can do any work related to the content.

Summary

Whether it is indicators, or personal impressions, the decline in microblogging activity is an indisputable fact, which may be partly the result of media micro-blog created. In China to do the media, it is like wearing heavy shackles in the dance, the media should not stoop to put themselves in the worse environment?

Many media leaders and press editors believe that "micro-blogging can be done", micro-blog editors are likely to belong to the marketing department, the position of positioning to do marketing. Under the pressure of the KPI, the practitioner himself does not feel the need to know more about the content is important.

I think the threshold for media Weibo editors must be improved. Media microblog editors may need to learn more about journalism ethics, perhaps by making their eyeballs professional. If the media microblogging editor died, it is also dead in the absence of journalistic ethics and value judgments produced by the reversal of the results of the death in such a inefficient and uncontrolled vicious competition.

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Original address: http://www.geekpark.net/read/view/160331 Park is currently trying to accept contributions, you are welcome to share manuscripts.

Author: Hui

Sina Weibo: @ Lin Fai Ethan

Business Value magazine Weibo editor, a media watcher, a few.