Enterprise blue V how to brush presence sense

The boss naturally have their own way of life, reeling Xiaobian also have their own reeling live law. As a business blue V, how to brush on the microblogging presence?

People who are doing business in microblogging generally find that most of the time, the contents of official copy files that are forced to install can not cite the response of fans. Dogmatic information output, hard-won product discounts are basically fans will not reply and forward.

As a result, the big circle of marketing elites came up with a good way is to micro-Bo personification.

This method can be said that I am a big marketing circle in social marketing, a major pioneering work on the road to exploration. It successfully solved the issue that weibo has long been regarded as the second official website.

Microblogging anthropomorphism, refers to the micro-Bo to give people the characteristics. Integrate the corporate culture and brand spirit into the regular operation of Weibo. With the exception of certain brands that are "tall and big," most corporate microblogs, which rely on Phyllostak as their main user base, are beginning to work toward "personalization."

The benefits of personalized micro-Bo lies in its solution to the problem of the official microblogging business content barren. After all, who is willing to see you all day advertising, leaflets ah? Business microblogging into a person, you can sell Meng, you can play treasure, you can make sense for the social hot.

So you see on behalf of Durex "Little Dudu", to see on behalf of Bi waves "Bi Lang sister", on behalf of the Amazon "Little Z", on behalf of Baidu's "small degree / degree mother" and so on and so forth.

From the characteristics of social marketing point of view, anthropomorphic microblogging is indeed to some extent solve the problem of some brand interaction. But after the micro-blog anthropomorphic blown off, microblogging users for the business of blue-V activity has gradually returned to the initial state. Because weibo users who mature day by day are gradually realizing that even if your image is better, you have not changed the essence of the business spokesman. Weibo users do not think you played a nickname, you have any change.

If microblogging is the most direct and open channel for communication between enterprises and consumers, the importance that enterprises and brands attach to microblogging directly determines the importance that microblog users attach to your official microblogging.

Why do you say that?

Consumers concerned about your Weibo, the main purpose or want to make a sound through the microblogging, thereby affecting your business. If companies do not pay attention to the voice of consumers, then over time, consumers will find this channel is actually a display. If he did not get the feedback he wanted from Weibo, there would be an idea in his heart that "This is a weird microblogging that has no other purpose than haircut every day."

In this way, your biggest value of microblogging so lost.

If you still can not understand, we can see a more common phenomenon.

On Weibo, the microblogging of business leaders will always be more active than the microblogging companies they serve. And those who really interact with fans microblogging, always more than those who only send their own company's product information business microblogging more active.

This shows two questions.

First: People want to talk to people who have the power to influence the business.

Second: Business leaders microblogging is very important. Do not talk nonsense, do not put together words, no one to your royalties.

Let's take this as an example.

Dangdang official microblogging operation data can be described as appalling. A single microblogging turn rating If you can be higher than 10, microblogging Xiaobian will be happy happy all day. If you do not count out those KPI brush jobs and transfer lottery of a kind of ecstasy, Dangdang microblogging official operation can be bold with No. 4 bold Microsoft Yahe "failure" to sum up.

However, the failure of corporate executives micro-operation did not affect the national day brother in microblogging play. The activity of 370,000 fans in the district is much higher than the low-profile onlookers of over 600,000 in Dangdang official microblogging. What control what, turn him hundreds of hair easily. Even the "eat a soft meal made by his wife," this kind of thing has more than 500 forwarded, you make me big microblogging Xiaobian and PR director feel overwhelmed.

The prevalence of this phenomenon can even apply to all companies that are a little known in the market. Whenever the corporate leaders and corporate executives at the same time micro-blog, the leader's microblogging activity is always higher than the corporate micro-government. And it's worth noting that there is very little zombie powder for comment and forwarding under these business leaders' microblogging. (Nonsense, who is nothing special brush boss microblogging ah, do not want to mix ah ...)

This phenomenon can fully explain one thing, that is, Microblogging users have clearly felt in my heart, your company's micro-enterprises in your low status basically negligible. Even if it is disgusting you, a more effective way is to disgust your boss directly to your official Weibo. Do you know if you will not hide the complaint from your boss?

I will not say much about the meager importance of business leaders. (Hey, lazy talk about the good things ... ...)

So that the meaning of the existence of corporate microblogging there is no it?

of course not. The owner has the boss's way of life, reeling Xiaobian naturally reeling alive. After all, the boss is still busy ...

As a not-so-big enterprise Blue V, no matter how good you can do micro-blogging, you can not replace the key concept of "people." Instead of making a company microblogging a person, but rather as a direct microblogging Xiaobian onto the front desk as employee representatives, let him as a channel of exchange and fans to balance the business and the relationship between users.

In this respect, there are three cases we can learn from.

The first case comes from Ali. Remember that during the double 11, Lynx customer service miscalculated the length of the underwear by Jiang Ning Public Security fiercely ridiculed one. Ali's crisis public relations after this through the introduction of Microblogging Xiaobian and Jack Ma dialogue, cleverly defused a case of loading caused by the bloody.

The second case from @ Jiangning Public Security Online. Jiangning Public Security Online as a public security official microblogging completely abandon the traditional authority of the official microblogging authority of the style of microblogging, from beginning to end with a police live image in the eyes of the public. Whether microblogging content or real appearance, Jiangning public security online success with "a police" on behalf of the entire Jiangning District Public Security Bureau in Nanjing.

The third case comes from @ DOTA2, my perfect world. (Despise all kinds of touted and self-touted !!!) In all corporate executives micro, DOTA2 can be said to be the first microblogging microblogging live-action official microblogging appearance. As a male game player as the main user groups of game products, DOTA2 official micro launched a beautiful image of the "microblogging spokesperson." In the server is not stable during the test, DOTA2 by virtue of the "microblogging spokesperson," the charm of the successful balance between the conflict between the product and the player, transferred some players concerned about the product defects, stabilizing the DOTA2 official microblogging activity .

Cite these three cases, is to tell those who are still tangled in shaping the corporate microblogging what good image of you Xiaobian. Do not take yourself too wrong. As a direct dialogue between the brand and the consumer, you represent the brand's employee image. Compared to selling Meng and writing Dumplings, your consumers prefer to see from you the truth revealed inside this business. You can be quiet, but you can laugh at your boss. You can focus on PR, but you can also be accountable to other departments. There's only one thing you need to keep in mind:

When should you speak for whom?

Standing on the shoulders of the gigantic giants, taking you onto the road to career black ghosts, please pay attention to the WeChat number that is not updated for a few days: PR Enemy