Enterprise Network Marketing Problem: How to use the network this double-edged sword?

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The network is a double-edged sword, it can let an unknown enterprise quickly leap Red, also can let a respected entrepreneur overnight reputation. Therefore, the Enterprise network marketing is love and hate, then, how to use the network of the two-edged sword to promote their own brand purpose?

There is a Western proverb: Crises are like death and taxes, and it is inevitable. In the network marketing, how to deal with the network crisis, the development of network crisis public relations strategy is very important.

There are many causes of enterprise crisis, can be roughly divided into two major categories:

One is because the enterprise does not in place, causing customer dissatisfaction, triggering social responsibility, called Initiative crisis;

The other is the enterprise itself does not exist negligence, but because of different groups of people, stand in different positions on the adverse views of enterprises, resulting in a crisis, or a competitor's malicious attack, known as the passive crisis.

After the widespread popularization of the Internet, when people are dissatisfied with an enterprise or product, they will send a post on the internet, paste photos, transmit video and so on to vent their dissatisfaction and spread widely. If you encounter the network hype users, will soon be dissatisfied spread across the network. When a user searches for a business name, it is likely that the first one is the corporate web site, and the second and third are negative messages.

Business to the Internet This new media is love and hate, both want to use and guard against. The speed and influence of the network spread far more than any traditional media. The internet can make a well known enterprise quickly jump red, also can let a respected entrepreneur overnight reputation.

Many of the enterprise's crisis comes from the network, and search engine is the network crisis of the collection. Therefore, the face of the search crisis PR, is a modern enterprise must have the ability. Facing the widespread rumors or negative reports on the Internet, how to deal with the enterprise effectively? The person in charge of the equipment manufacturing network gives the following measures, giving the enterprise and stationmaster an important reference.

I. Sources of analysis, identification of causes

If there is a negative network of information, the enterprise must understand the following questions: Negative information on the enterprise from what Web site? who sent it?

For example, some negative information from the major forums, is a common user posts, tells the story is personal experience, attracted netizens attack;

Some of the news is sent by the important media, attracted various major media have reproduced.

Once you understand the source of the event, you need to quickly identify the cause, and for different reasons, the way you respond.

Second, timely communication, and strive for initiative

Crisis PR A very important rule is to communicate in time, according to the reasons, with the relevant groups timely communication.

such as in the early days of the crisis, just appeared in the forum a few posts, in the face of such a situation, the enterprise should allow specialized personnel to respond promptly, to clarify the truth, the enterprise itself does exist fault, should sincerely apologize to the loss of the customer should be given corresponding compensation. Even if the enterprise has no fault, but also should be open to the attitude of the face, the sooner the communication, the earlier access to user understanding, grasp the initiative of the development of events. Sometimes, can also become passive, take the opportunity to promote the promotion of enterprise after-sale protection.

If it has risen to the media level, it is more timely to communicate with the media, access to the media understanding and support, do not work with the media, the immediate competition is malicious, but also should be dealt with calmly, and actively strive for more people and media support, so that rumors are self-defeating.

Third, technical processing, a rational section

After timely communication, the crisis has not really passed, because the information of the network media has a long shelf life, it is not known that the incident in the next crisis in the enterprise will be again.

Therefore, for the network crisis, in addition to the timely communication with all parties, but also should take appropriate technical means to solve. What kind of technical means to take? The person in charge of equipment manufacturing network gives the following suggestions according to their working experience and income in network media.

It is the best policy to delete negative information without violating basic ethics and laws and regulations.

Companies can plan a number of positive news, the negative information out of the first page of the search results, is the strategy.

It is unwise to respond to negative comments and to expose the bad intentions of the makers of negative information.

Of course, the best policy is to prevent adverse information dissemination before the crisis, enterprises in peacetime should be in the media to establish a good relationship, usually do not burn incense, when the problem of cramming, naturally will be passive. Establish and customer-free communication, when the customer has problems when the initiative to contact the enterprise, rather than go to the network to walk in bad mood; Establish network public opinion monitoring mechanism, timely find the network of adverse information on the enterprise, timely resolution, a negative information spread. (Paper/equipment manufacturing network http://zhuangbei.gongchang.com/?gzm=r7t012)