Behind the official micro-operation

Objective

Here said the official micro, not business Officer Micro, is Sina official micro, is not suddenly feel high-end atmosphere grade? Well, unfortunately I'm not a little secretary. And that the official micro-operation of a variety of no moral and no limit ... See here you are not very interested in ... Well, I won't tell you, you hit me. Writing this article for the purpose of nothing else, operating a few months of the official micro, a little bit of feeling, to come out and share with you.

By the right, you are the microblog control ... You pay attention to microblogging hotspots ... Do you know the difference between the hot topic and the popular Weibo ... @ leave some hands @ Genius Little Panda you are concerned about it ... If not, you might as well just click a fork ...

The author of this article: Sun Yu-Radish

Operating tone

Sina official micro mostly or for product services, but the product audience group attributes slightly different. Although all are for the microblogging user Service, the subdivision or will have many different points. The product audience determines your attributes, just like the product itself, not everyone will like, you are not RMB, don't so much request ^_^

The tone of the operation decides a lot, such as what kind of fans you will have, how much traffic you can bring to your product every day. Are you an important part of the operation or just a supplement? The tone is different, will let you operate the whole idea is different. When you think about it, you will know what resources you need.

Sina official micro mostly only one person operation, 2, 3 people have to operate the team to be responsible for many aspects of the operation of the content, can not afford to find an acquisition, find a copy, find a design, to become an international team feeling. Don't think about it, so you can do it in a limited amount. But because you are Sina official micro, Remember, "Sina" This brand can do a lot of things.

Choose a question

Play

As the saying goes, microblogging operation has three strokes: Play dumb, Sell Meng, from the black. Play dumb is the first thing you have to learn, you will face a variety of problems every day, you may find many numerous hot spots. As an official, some cannot be said, but some can say.

Big V can play dumb, public know can play dumb, you can occasionally pretend to be silly, of course, can't really silly, leave some slots, it's harmless. There are many times, to dare to send out # China Silly Voice #, just pay attention to the bottom line, after all, the representative is the official, the masses loved, your audience can feel your attitude, this is very good.

Remember, as long as the leader recognizes you, you still have a lot of "silly" to pretend.

Sell Meng

@ Micro Bo Anti-garbage one selling Meng, attracted @ old shen @ ye forwarding, increased about thousands of fans, I rough calculate, the remaining active powder is about hundreds of. The best selling is the @ Micro-blog Search several times can hit the hot spot, her micro-blog "Meow" frequency of high Weibo. @ Micro-shield Of course is also the master preached this name on the very Meng ^_^ of course behind also may be to pull foot of the big fellow.

Selling Meng is just a small measure. These means nothing more than to let users feel grounding gas, many times, users come up to ask "you are not a robot?", "You are a robot, your family are robots." Imagine, would you like to communicate with a robot?

Selling Meng represents the grounding gas son ... But to learn and the product itself implantation and operation of the keynote match, every day light sell Meng not purposeful, that is silly elder sister ...

You are a person, you are a person (you ARE the one) ...

From Black

It's a tradition of the old days. # today also want to black my waves # The deep love is dark ... This is actually very easy to use, especially some product problems, need to do a small scope of the crisis PR, since the black first, the attitude is clear, most people also smiled. Who's not wrong? Occasionally not ventilation, it is not the tradition of Aunt Lang, once a month is kingly.

Since the black is a science, but to grasp the scale, once the scale of the problem, not only the leadership to cross-examine you, the user's excessive interpretation you can not stand. So if you're not a starling, be careful. After all, you represent the official, tea is not necessarily, the leader to talk to you can not stand the ah ...

Engage in activities

My personal principle is that the micro-activity platform can not be used as far as possible, in addition to bring the quality of the lottery powder, no other role. If you encounter big activities must do, but also less than a fee to find development to do a program to the reliable ... The powder that the micro-activity platform brings is certainly not what you want.

Activities or to do, festivals, often to do small, occasionally to get big. The number of forms can be determined by the fans. Small activities can allow fans to participate independently, contribute content, but also to enhance the active degree of fans, but also to increase the content of fun, and to circumvent the zombie powder, the most important thing is in addition to the activities and screening fee, other times completely relaxed and happy rhythm.

Activities can be easily referred to #, #让红包飞 # This rhythm, 1, 2 steps to complete all matters, everyone can quickly participate in a simple and effective tone.

Activities do not have to bite the bullet completely themselves, which people do everything on their own completion, in this respect will be referred to the "internal and external public relations" and "leveraging force" can be combined with activities.

Internal and external PR

Say PR a bit exaggerated, but do nothing unavoidable and people deal with, especially in my waves, various departments, products are very dispersed, product updates alternating also very quickly, the staff change is good, but there will be changes. For an official micro-operation, especially the inside of the slag wave. If you do not know the resources of the slag wave, who should apply for, can give you the operation of what benefits, then, you really white blind such a good resource ah.

Internal PR

Do not talk with colleagues, at least to maintain good interaction with colleagues is necessary? Everyone's KPI pressure is so big, you first have to put yourself controllable, can call the resources to comb it again. Do not know what resources, it does not matter, first look, first learn, ask first.

Many products are common, a lot of officials micro-search there, with these, your next task is to know who is responsible for, go what flow can use.

Many are unusual, and many colleagues have their own control, it does not matter ah. In private activities, QQ group gag A, occasionally gather a meal, joint venture. Everybody is the cock silk, the rice supplements all are same, the communication has no obstacle completely, if you again is a beautiful woman ... Hehe ...

Remember a few points:

1, open resources are everyone can apply for, with large activities can be

2, non-standard resources, there is no good content, good opportunities, or there is no good combination between us, try not to use, double-edged sword, destroying people destroy their own

3, as far as possible to do their own resources to do more solid in place, in the range, to do more to give things, the new demands no problem, excessive who will not be

Remember, we all want to do is the flow of mutual guidance, rather than the small, inferior to expel the fine micro ... Also, it's best to touch your colleague's KPI and see if you can help him out (in the case of more than enough power).

External PR

By Sina's brand, you do not find a few good base friends can not be justified. These good friends, keep a good relationship in private, give each other some of the ability to help, these may be just a little effort for you, it may be difficult for each other.

What can a good base friend do for you?

1. Can help you create content (key key)

2, can help you enhance the active degree

3, can enhance your influence

4, can help you bring the fans you really want

My strategy is to aim at the good base friends on, first together to say ... Next, to see their fate, or that sentence, do not expect you to be RMB ...

by force

Always has the key product, the key item, each quarter also has the key activity, may have each kind of resources full mobilization, each product q also may have some big operation activities.

With other project team activities, you can learn a lot (including what resources, how to call, how it works), which you can't understand in a single small product. The most important thing is that the 1+1 effect is often greater than 2, if you do give him a certain amount of resources (complementary advantages).

For a lot of key products, those amounts are nothing, and for you, that's enough for you to eat. The most important thing is that you can start when you grow up slowly. This will be more and more fun, make full use of all aspects of resources.

The actual is the internal platform ... Everyone good, is really good ...

Content for the King

You see, headlines, sports, entertainment, those microblogs rarely participate in the transfer of content, entirely by their own contributions. At most only in a very small range of mutual guidance. Since it is a media platform, Weibo will eventually return to the essence of the content of the king.

Only by learning to produce "good content" can we attract the user groups that produce "good content", so as to induce users to produce "good content". Because we are very difficult to create or explore quality content, so we often use some other means to make up.

This is almost all the weak points of the official micro (except the channel), the current outside to do some kol, engage in activities to attract users to produce some good content, temporarily I did not think of any good way to solve this problem.

Good content how to produce, how to continue to produce, what content is the user likes, the point where the user likes ... These have been bothering me lately, if you have good ideas, please feel free to let me know.

Customer-oriented

Since for the product service, is serves for the user, serves the basic slag wave one of three representatives: the guest is the respect, this article must remember.

You do not see, now as long as the larger Internet enterprises, you send a message on the Enterprise keyword microblogging, people come to answer, especially in those celebrities, Big V, the impact of greater active degree of better users below. @ Foot hoof Children of some micro bo below, those officials micro is to find scold also come over.

Very simply, you are serving the user. What you have to do is actually not difficult to say.

1, monitoring key words, once have, especially in search, once appear, must immediately go to destroy

2, all comments and suggestions must be quickly sorted out, timely feedback to the product dog, so that they quickly solve the deal, not the first time to solve the solution to give out solutions

3, the emergence of negative, the first time to stand out PR, do not conceal, since the black no problem, to face up to the problem

Of course, if you are Sina official micro, you can also use this brand, find some consultants. To study like millet, fully mobilize the masses, from the masses, back to the masses. A small product has 2, 3 consultants, plus yourself, basically enough.

Of course, you can also do more in place, some more attentively, such as the user's small cards are handwritten, occasionally with a hand-painted, these icing on the cake, once you do in place, will one day from quantitative to qualitative change.

Other

Of course, in addition to these, you have to understand cock silk culture, know this is a national cock silk era, who contribute to your popularity, who contribute to your content, you have to touch more thoroughly, in order to operate this thing better.

I am still on the way to study, just started a small series ... Well, that's it ...