Enterprise Micro-Blog operation: The personification of operation as a reality

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

Enterprise operation of the official microblog, not just as a network version of the customer service phone, but to be more open, positive attitude, and consumer continuous interaction

Corporate Weibo often falls into a state of personality fragmentation: it has always been a sound and pragmatic brand image, but was told in social media must be lively, to interact, can not bring traditional discourse into the new platform of social media. So, these blue V's account is like a into the night shop of the Pure Maiden, station is not sit also is not, helplessly watching Durex such brand flirt hold live in the audience.

This is the main dilemma of social marketing for companies that are not accustomed to dealing with mass consumers: what to talk to and what to say. And the social marketing expert tells you is always the so-called principle, not the concrete content of the speech.

How does a pure maiden play a club? I think a simple principle is: "Be Yourself".

As an official platform, corporate Weibo needs to convey a consistent message with the brand image, use the word system that matches the brand, set the goal of social marketing clearly, instead of messing with the target of the number of fans and the amount of forwarding. This is like the pure maiden in order to fight for breath, in the night shop indulge a natural can attract countless eyes, but every night so, also lost the "pure" reputation.

Corporate Weibo can serve as an effective source of information in social media and as an important part of the organization's own media (owned) layout. But at the social level, they are congenitally deficient.

Some enterprises have a huge corporate social platform account Matrix, all functions and roles are moved to social media. Recently, technology vendors have been thinking about the use of inductive and object technology, so that various things in the company to join the social media. For example, the company gate will have its own microblog, but he will only say, "I will soon close the door", and not intimate with everyone gossip "CEO and a strange woman 9 o'clock last evening into the office. "Enterprise Weibo in any case to sell Meng and interactive, but also with the micro-blog company door, stay in the" personification "level.

Rather than try to create a group of anthropomorphic accounts, it is better to use all kinds of people in the enterprise. From CEOs to ordinary employees, they are the middle power of corporate social marketing. The most red account on Weibo is always an entrepreneur, not a business. When a CEO talks to you, you'll be flattered; When a company account is talking to you, it's a repeat of the experience of calling a customer service phone.

As the responsible department of social marketing, the most important thing is to encourage and guide employees to social media, to make full contact in social media, and to translate this connection into the resources that the enterprise disseminates at the right time. In particular for Business-to-business Enterprises, the link established by employees is the lowest cost of reaching the target audience. Sometimes this requires an overall change in corporate mechanisms and culture, so it has to be acknowledged that having a CEO who loves to use social media is essential.

After you've solved the problem of who and how to socialize, don't forget to think about where to socialize. This is like a nightclub lively socialite Kuoshao, the café gathers the literary and artistic men and women, but the Mahjong Hall has the Sangu in the joy. The right platform, like quality content, is still in short supply. Everyone concentrated in the square stall yell, but forgot the alley in many tiandi of various types of enthusiasts gathered, a let them can say "originally you are here" place.

(Zhao Wenyuan)