Weibo marketing: How hard is it to say "words"?

The company promotion department precisely is commits "the sketch micro-blog" The Mistake. They misunderstood me. I want them to the network to promote the experience embodied in the microblogging requirements, want to take shortcuts, a large number of collection and release a variety of network promotion of the aphorism. On the surface, the content is informative and rich, and the sentence is reasonable. But for netizens who notice this microblog, this is just a look at the beauty, but after a period of time, you will find that the whole micro-bo no idea, or even a lot of micro-blog content contradictions, no rational, language style is also very stiff, it is difficult to make people feel the promotion of their own in the continuous learning process embodied in "experience + Practice + Raise "the Feeling.

I have done a "Chinono re-education" for the promotion department with my own experience, and the perfect micro-blogging plan will be on the road again. This time, I have a new demand for their microblog promotion.

1 establishment of value sang system

If a person is responsible, it is difficult to form a contrast. and the promotion of the Commissioner for each of the value of a week, you can let them in the hair microblogging, forwarding rate, the increase in the proportion of fans to form a contrast, and can communicate with each other to promote experience, the formation of internal competition. And this arrangement has a later, when the promotion Commissioner will be the perfect account of the process of familiarity, and really put an account after the good, I intend to let them maintain a micro-blog account, in their own name, to form a company familiar with micro-blogging staff created by the microblogging community, for the promotion after the foundation to lay the popularity.

The reference module I gave them is "Ping an Beijing" Weibo. There are three successful experiences in Ping an Beijing.

One is a lot of micro-blog with exerting force. August 1, 2011, Beijing Municipal Public Security bureau Weibo "Ping ' an Beijing" in Sina, Sohu, NetEase Network, cool six network 4 large Web sites synchronized. Since then, the Beijing Public Security Bureau on the micro-blog every day on the release of information, including the crime of prevention tips, procedures related to the notification and the prevalence of self-defense means.

Second, in order to ensure the smooth operation of "Ping An Beijing", the Beijing Public Security Bureau http://www.aliyun.com/zixun/aggregation/30722.html "> Public Relations Office specially redeployed 9 civilian police to 3 groups 24 hours shift." Rough statistics, on duty, each response to the problem is around 60.

Third, the police micro-blog on duty will be posted on their own photos, with netizens familiar with the language and fan exchanges, someone responsible for the news, some people to popularize relevant knowledge, some people are willing to adjust the atmosphere, some people are good at exchanging conversations with netizens ... When the Public Security micro-blog no longer play "official", you can win more and more fans.

2 Add blog posts based on 5 tweets per day

I asked the promotion Commissioner to take turns updating the blog about the Yi Sunchi word on the blogs associated with Twitter every weekday, but not automatically posting posts on Twitter. Because it is usually automatically forwarded to the Twitter blog summary, often vague. Therefore, you must manually post the key points of the post to "1, 2, 3" posted on the microblog. This release, so that users can only look at micro-blog to understand the general point of view, more convenient for interaction and comment.

Tips: 140 Words although not long, but also pay attention to the level of clear, concise, layers of progressive, must be 1234 like a song, do not East a hammer West a stick, like a group of paste.

At the same time, Bowen must be the promotion of the Commissioner himself in the planning and promotional activities of the experience, as well as other PR companies to promote the objective analysis of cases, the text requires personalized, networking and popularization, can really let the people read to feel the Commissioner's own thinking, not necessarily accurate, but to enable readers to resonate, Whether they agree or disagree.

3 Weibo release time to be cleverly arranged

At least five or more micro-blogs per day, roughly 8:30, 9:50, 15:00, 17:30, 21:30 for the time node division, up to no more than 10. But even if it's 10, it's important to maintain a reasonable time interval for publishing.

At the same time, blog posts must be 9:30 points, and the blog associated with the microblog is arranged in 9:50. On the other hand, there is a difference between the microblogging release and the blogging cycle: blogs are posted on weekdays, because blogs rely on the recommendation of web editors, so they are white hairs on nonworking days, while micro blogs rely on netizens to interact, as long as it is not the rest of the day.

The special note is that 5 to 10 micro-blog refers to the original microblogging, as for micro-blog response and dialogue, can be the more the more. After all, micro-blogging to communicate as the core of the essence.

4 Authentication and Personalization

I asked the promotion Commissioners to apply for certification in the name of the company's promotion director XX, of course, this is necessary, otherwise who will believe you published things. In addition, after the certification, also embarrassed directly copied other famous quotes. This is the magic spell I added to them. Personalized, as the name suggests, is the micro-blog text content must be pro-people, to real and others to communicate, low-key posture to interact. To this end, I asked them to Sina fans no more than 5,000, Tencent fans not more than 20,000, can not release any of the company's commercial advertising has a clear link to the content.

Tips: Certification This thing a bit annoying, if you know the certification of friends, you can ask them to assist you under the certification, or ask them to pull strings, you go and micro-blog administrator under the public relations, but the certification is not omnipotent, many certification users do not maintain micro-blog, there is no popularity.

After the rules are set, the

provides a standard for a cottage, and soon their microblog returns to the ascent curve.