The Enlightenment of "about 8 points and 20 rounds" in Weibo

CCTV "3.15 party", CCTV finance and Sina Interactive cooperation was seamless, but the midway out a "about 8 points 20" incident, Sina Weibo topic list on the instant become the most popular topic. In the financial network, such as the rapid follow-up of the micro-broad, "about 8 points 20 Hair" topic of the limelight all of a sudden overshadowed the "315 action", the public opinion wind suddenly reversed, from the discussion of "CCTV crackdown" turned to denounce the "CCTV hammer."

CCTV "3.15" party revealed the problem is indeed the fact that why did not cause the resonance of Weibo netizens, but incur "CCTV hammer" scold? There are many areas worth exploring, including the principles of social psychology and communication, which often influence the success or failure of marketing activities. But few people pay attention.

"Antagonistic effect"

In social psychology, there is a theory called "antagonistic effect": the audience in the position, the thinking of the impact of the trend, and the marketing body sent out information and communication intentions of the opposite psychological tendencies.

CCTV "3.15" evening exposure of the domestic Apple warranty policy and the existence of a differentiated treatment of foreign problems, the fact that there is no wrong rod. But compared to the high quality of Apple products and high customer satisfaction, in the "fruit powder" it seems that this is a small problem, or because the warranty has not been encountered, so the "armchair" attitude. In addition, the issue has been reported in recent years by the fragmented domestic media, which is known to be an open secret.

All these reasons, led to Weibo netizens to the CCTV exposure of disdain attitude, this mentality in many netizens exist, but at first did not form a broad consensus, but scattered in the responses of netizens, such as why CCTV does not pick food safety issues, why not expose the "three da" weight problem, Why not say 360 stealing privacy issues ... CCTV only picks "soft persimmon".

"The Spiral of Silence"

The above social psychology started in the Netizen widespread existence, but did not erupt, the advance Micro Bo on the public opinion direction by "the CCTV finance" and Sina each big information class account's strong propaganda about. This is the "spiral of silence" in communication, from the number of "CCTV hammer" psychological tendencies of many netizens, but they were "CCTV finance" "Sina Finance" "Headline News" and other large-headed public opinion control to suppress, dare not make a sound, or make a noise but did not form a joint effort.

Finally, Weibo netizens wait for a good opportunity, which is widely rated as "pig-like teammate" of "Rundong", due to the operation of errors, will not be sent to the "about 8 points 20" This friendship tip also sent out, since the exposure of CCTV and other institutions to manipulate a number of micro-BO well-known large celebrities unified release "Denounce Apple warranty issue" Microblogging of the fact that the microblogging users know that CCTV "Black Apple" is an organized, planned and premeditated action.

There is nothing wrong with this kind of organized premeditated planning, but also the usual practice of big events. The problem is to participate in CCTV's operation of the account (Yuanjie, leave a few hands, etc.) at ordinary times to independent, objective, impartial, defying the image of the powerful, now unexpectedly acts as CCTV thugs, completely subversion of the user's impression of them. Even more deadly is the micro-Bo also widely circulated these people received 100,000 money he, this is the vast number of netizens hate the collection of money posting behavior, deepened the above subversive impression. Thus led to netizens will be on CCTV silently passed on to these several "collect money post" celebrity large body, netizens quickly concentrated on the micro-blog of these people denounced.

Although Yuanjie issued a statement in the early morning that the post did not collect money, certification for "Sina blog vice president of the" @ Big Bird kiki also hair micro Bo said it is his personal friends invite to leave a few hands and other people hair. But it was too late, the user's impression of the event is deep-rooted, the following statement can only be more black.

Micro-BO Public opinion quickly focused on the "about 8 points 20" event, and quickly become a popular topic of ridicule, accelerated the spread of the event more widely, a period of time on the Weibo hot Topic list of the top. "Silent Spiral" finally broke out, the direction of public opinion reversed!

"Conform to the trend of public opinion"

CCTV should have been a widely supported act of justice, however, in view of CCTV's consistent bullies negative image, as well as the whole social environment "resistance strong, sympathetic to the weak" consciousness trend, coupled with the user of Apple products hold a high degree of satisfaction, there is "innovation, leading the trend" thinking set, "fake" in the net friend produced " Hammer "The antagonistic effect, and borrow" about 8 points 20 Hair "event broke out, become the mainstream of micro-bo public opinion.

There are several examples of similar cases in the near future.

For example, Gado and Wanglaoji of the War of words, originally from the legal perspective, Wang old Ji may be the Jianli side, but from the user's position and thinking set, Wang Lao Ji is to bully weak, logical, in advertising marketing "only to talk about the principle of not emotional" strategy also deepened the user's bad impression, the final outcome is likely to be " Won the legal lawsuit but lost the user support ", from the marketing point of view, this is a complete failure."

Another example is Feng Xiaogang shelling "cock silk" incident. To be fair, Feng said the truth is true. But this kind of tendency and Netizen's mainstream consciousness and standpoint is contradictory, in the event development process naturally has the antagonistic effect, lets "The Feng guide shelling the Cock silk" to become "the cock silk shelling Feng Guide".

"The World is a mighty, smooth and mighty." "Do marketing, marketing, especially to do social marketing and marketing, if you can not comply with the mainstream consciousness trend of netizens, often will produce the effect of" antagonistic effect ", the more input, the worse the effect.

What is the direction of the mainstream consciousness of netizens, especially Weibo users? The big one is: revolt against the strong, compassion for the weak, contempt for the orthodox authority, credulous gossip, heavy sensibility, light legal theory, like to parody the rational, to ridicule the interpretation of the matter ...

Marketers attempt to correct deep-rooted "wrong thinking", if the "righteous words" style positive offensive, often counterproductive, against the audience "irony is saying" parody deconstruction, digestion, resulting in "antagonistic effect."