Do you want to say "name"?

Absrtact: Column Author: @ Small Circle pear blink of an eye, micro Bo has gone through more than 3 years of history. Over the past 3 years, around the "micro-blog," a variety of methodologies flying, the public said that the rational, the woman said the woman, really a little "smoke and mirrors", can not tell which is true, which sentence is false. "Anti-

Column Author: @ Small Circle Pear

In a blink of an eye, Weibo has gone through more than 3 years of history. Over the past 3 years, around the "micro-blog," a variety of methodologies flying, the public said that the rational, the woman said the woman, really a little "smoke and mirrors", can not tell which is true, which sentence is false.

"Reflective Enterprise Micro-blog series of articles" to take a calm attitude, and then consider the Enterprise Micro-blog operation status. There must be some deficiencies in it, too. Also hope that you read these articles, if interested, put your current business micro-blog operation of the existing problems and I share, we come together to reflect. I still hold the view that Weibo is not a panacea, but Weibo is indeed an innovative means of communication in this era. Weibo is not an artifact, but it is a sharp weapon!

This article is about the first "reflection": micro-blog to say "name"?

I do not know once, seemingly from the @ bi Lang's "sister" began, micro-blog companies have begun to pursue micro-Bo Humanization, and strive to give micro-bo a certain personality characteristics; don't be cold business, don't be no blood, no meat, no human businessman image, only interests, only want to sell things, sell goods or services ; Consumers (fans) prefer to talk to people. All these truths are true; but many enterprises have entered a big misunderstanding: to give the enterprise with an image, such as using a star as a reference, to the enterprise micro-Boan personal name, is micro-bo humanization. Is it really so? Not too.

Let's take a look at the first thing. The most obvious reason is that the @ bi-wave is the first to position themselves as "human" Enterprise Micro-blog (is not "the first"?) Still need textual research). So, "Bi Lang elder sister" a debut, netizens are amazed: the original enterprise can be so private, unrestrained way and consumer communication! It's refreshing. But "Bi Lang elder sister" fame The fundamental reason is: the essence of the micro-bo, and language style to create a lively, true temperament of "bi lang sister", rather than because it is called "Bi lang sister", so famous. We think carefully: if @ bi lang is just a "bi lang elder sister" name, but the overall planning of micro-blog content, language adjustment to grasp improper, or shoddy, mechanically, "Bi lang elder sister" will be so red? This is like a girl to go to the beauty pageant, if only the picture has a good face, but nothing content, talk, self-cultivation, the judges asked questions Sanbuzhi, she can leap up red? (Of course, unconventional means are different).

So, Enterprise Micro-bo whether or not to Ann personal name? Words will be called "some sister", "a certain brother", or "So-and-so"? This can not be a pole to kill, complete rejection, but certain, must be specific situation specific analysis.

The following 3 points reflect the content for reference:

1, if the company's products, services is not a single, the company's system is more complex, products, services, complicated, this micro-blog is representative of the company's overall image, starting from the overall level of the company, then it is necessary to repeatedly think about whether to Ann personal name. "Bi lang elder sister" is so close to the people, to relish, a reason is: bi-wave is a single product, is a detergent (liquid) brand. In other words: do you see the parent company of Bi Lang, "Procter and Gamble" Ann personal name, called "Treasure Elder sister", "Treasure elder brother"? No! Why? Because of this level of micro-blogging, if you want to have a name, and users to communicate with the logic of chaos. When you use this name to write micro-blog case, you can not help to use the name, and then in different contexts, this so-called name will represent different subjects, write to write, will be confused.

2, frankly speaking, now many companies responsible for writing micro-blog case is not many senior people, the third party agents, and a few can really appreciate the value of the customer service concept? For example, you give a company micro-Boan personal name, give it a taste of high-end personage image, but this image of the founder, "spokesperson" is a young man, "a", these people do not have much social experience, can this enterprise Micro Bo hit the profound success of people? This is not to let the copywriter creator schizophrenic? I can even see some enterprise Weibo gave himself a deep name, but also said selling Meng words. Moreover, once the enterprise Weibo has its own name, the thinking will be cured in a certain range of temperament, some of the content is really not know how to use the first person's writing, naturally fluent expression.

3, I absolutely agree with micro-blog to human, but not to say Ann personal name, with this name and fan communication is "close". Do not Maiduhuanzhu, the crux of the matter is not to the enterprise's micro-Boan personal name, to find a similar person to do the reference, this is just the Enterprise micro-bo humanization of a method. The key is to thoroughly understand the mission, value and vision of the enterprise, clear target audience, ultimately can give Enterprise humanization is content! The main contents are: Material selection and language style. Material selection is a real body, language style is blood. Only in this way can flesh and blood! And this requires a certain foundation. This also proves again: Weibo's copywriter creator is by no means a primary job! He (she) is like a martial arts master, read the martial arts cheats, understand the essence, finally trained beautiful kung Fu, dominate the martial Arts.

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Column Author: @ Small Circle Pear

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