Experience of a microblog operation specialist

I took over the company's corporate microblog since January 2012, when my knowledge of Sina Weibo was only a platform for news releases, and I wanted to gather a lot of fans in the short term. From the number of participants, this year around March, Sina's active degree is still good, the activities of the prize is not very large, but the speed of powder is quite optimistic, by July or so when the obvious feeling of Sina's active degree has declined.

Just started to do Weibo, whether the boss or himself are simply feel certain to increase the amount of fans, the beginning of the practice is only a large number of activities through the incentive to increase fans, ignoring the interaction with fans, micro-blog content is only a one-sided infusion to fans.

Here are some personal comments about running Weibo in four big ways:

Enterprise Weibo matrix

Many companies from the official micro-blog can be seen, many enterprises to establish their own micro-blog matrix, such as Van Products, Dell China, Millet mobile phones, are we every enterprise need their own micro-blog matrix? Personally feel that is affirmative, each enterprise must have its own microblog matrix, At least one leader's microblog and an official microblog are essential. Our company currently has two major microblogging accounts, two sub accounts and employee team accounts, the main body is placed on the official microblogging and business leaders, the official microblogging is mainly the dissemination of information and fan interaction, corporate leaders of the micro-blog is also as a fan interaction with the main platform to listen to the user the most authentic voice.

About the micro-blog matrix, in the end to put the center of the microblog, this to open the enterprise's own planning, for example, the micro-bo Millet, are basically @ Millet technology and @ Lei as the main line, other matrix micro-blog just as an auxiliary role, the main micro-bo forwarding and interaction, and where the micro-Bo products are mainly in the @vancl fan group This microblogging, interacting with buyers, releases information that is also easy to get to the user. Each enterprise's situation is different, still want to start from the enterprise's reality, can draw lessons from but cannot copy.

Enterprise microblogging content

Many companies in the official micro-blog in the content of the operation is very confused, what the content of micro-blog to be made what kind of, simple for forwarding and commenting, and make the base and the soul of chicken soup it? Or just a simple release of enterprise news, product information. These two methods are more extreme, in order to find a balance between them, really only actual combat and practice. At present, our official microblogging has 50,000 of fans, the average forwarding in 10 or so, is not very ideal, on the current micro-blogging content is still very thin. Many people say that this is a media age, and that our official microblog should assume the role of the company. This is a problem that all business leaders and micro-blogging operators must consider carefully.

Many microblogging experts have stressed that Weibo is the content of the king, which I began to do on the first day micro-blog is very agreeable, enterprise microblogging how to pro-people, can always be a representative of the image of the enterprise, Enterprise Micro Bo must have their own things in the inside, as a mobile phone manufacturers of micro-blog, can not simply to forward the volume and make a soul chicken soup, What's the relationship to your business? At present, the content of our official microblog includes some basic chicken soup, the introduction of new products, also has its own characteristics of the column, later we will add an active and user interaction columns. Microblogging interaction for Wang, if the official microblogging is only the enterprise in the said users listen, then Enterprise Micro Bo from death is not far.

Corporate microblog activities

The core of microblogging is interaction, if there is no interactive microblogging as dead people, remember that a microblog expert said "what fans pay attention to your microblog, in the final analysis is to bring you benefits", I agree with this statement. There are nearly thousands of companies located in Sina Weibo platform, fans why to pay attention to you, the most important thing is to take advantage of your cheap. Some time ago because of our own official microblog and the leader of the microblog made a relatively large discount purchase activities, attract a lot of fans, and continue to pay attention to what drives them to focus on, is that we are constantly telling them to be our fans have a purchase discount, and we will regularly do some micro-blogging activities.

Microblogging role positioning

Enterprise Micro-Bo assume the role of our enterprises, the current commitment to feel too much, pre-sales, after-sale consulting, product issues, purchase and other information, I believe that this is also the official microblogging of every enterprise to face the situation, this is the need for the close cooperation of various departments of the enterprise, Micro Bo is never a department can do a good job. For example, after the sale of the issue needs to answer on the micro-blog, then the enterprise needs to provide the after-sales department of the answer manual to the Micro-blog department, Enterprise micro-blog operators are not versatile.

The last thing I want to say is that microblogging operations are not like many people think, just write jokes, and send tweets on the line. Not only micro-blogging, but also the development of micro-blog content planning, micro-blog activities Planning and interactive strategy. At the same time in the micro-blog to collect information to the product department, after-sale departments, research and development departments feedback questions. By analyzing the fans ' age interest and analyzing the real user group of the enterprise, the enterprise micro-blogging Operation department occupies a core position in the enterprise's socialization marketing. Micro-blogging operations are most important to the coordination between the departments, as a micro-blogging operations Commissioner must also have a certain degree of coordination and communication skills.