Social media is not an artifact.

Abstract: The Author: @ Small Circle Pear Today, Weibo has gone through more than 3 years. Nowadays, a lot of party B to party a than the draft, no longer like, two years ago, the micro-bo blown the hype; that posture, as if the company if not open Weibo, will be the vast number of people to throw

Author: @ Small Circle Pear

Today, Weibo has passed more than 3 years. Nowadays, a lot of party B to party a than the draft, no longer like, two years ago, the micro-bo blown the hype, that posture, as if the company if not open Weibo, will be abandoned by the masses of the people. Now, party B than the draft, will consciously to the micro-bo cooling, also began to mention points: The number of fans is no longer an absolute KPI indicator, fan High does not mean everything.

Recently read a report, after reading I think: It is time to clear the micro-blog, seriously consider the "social media is not an artifact," the problem. March 13, the Wall Street Journal Chinese real Times section of the article discussion: How many real users Sina Weibo? Researchers at the University of Hong Kong are investigating the question of who is using Sina Weibo. The study randomly selected about 30,000 microblogging users to investigate, and found that 57% of users did not post during the survey, which means that if they are not inactive, they are registered by marketing companies to manipulate the number of so-called "zombie accounts". In Sina Weibo non-zombie users, write a post can get a forwarding or comment on the proportion of less than 5%. It also suggests that much of the discussion on Weibo is driven by a handful of influential bloggers. The report also found that Beijing, Shanghai and Guangdong are the base of Sina Weibo users. Sina Weibo users have the highest penetration rates in the eastern seaboard. While these findings do not necessarily affect the value of Sina Weibo, the appeal and focus on Sina Weibo, as a tool for advertisers and the information public, represents only a very limited minority of Chinese netizens. For the time being, no matter how accurate the survey results are, I believe many businesses read the heart wow cool, wow cool, "Oh, the original microblogging is not so magical!" ”。 Yes, Weibo is not an artifact. Let's take a look at a time when the popular "micro-Bo disease": These microblogging "epidemic", the company is still committed?

Q: How did your company do social media planning?

A: We have been stationed in microblogging for nearly 2 years, but also certification plus v.

Q: Do you think that opening Weibo is social media planning?

A: Isn't it the most popular microblogging? Oh, are you referring to the micro-letter, as if there is no Weibo so much attention. But we are also considering it.

Q: Don't you think about what social media your company is for?

A: I haven't thought about it. This is not the mainstream of television, advertising to the television, micro-blogging into the mainstream, to the micro Bo?

Q: How do you release microblogging content?

A: We have a representative company (or: We have a limited budget, we have a staff/intern to write the content). The content we send is very fashionable. Every morning "Good Morning", Evening "Goodnight", there is no less; we know that fans love to see "jokes", these days, who work under pressure, "jokes" is also our main product. There are small common sense of life, tips, small ideas or something. Yes, we have "micro-bo language sense", such as micro-bo popular "Sell Meng" wind, we also hurriedly "sell Meng". We also call ourselves "So-and-so" (or sister So-and-so) to personify. In short, popular what micro-bo body, we apply mechanically to follow the "big troop" trend. You see how little bo we are doing.

Q: Are these content relevant to your company's brand? What are you going to do with the company?

A: You see that Procter and Gamble are cutting TV advertising budgets and putting more money into new media. We are of course in micro-blog on how to introduce our products how good, to attract everyone to buy AH.

Q: Isn't that advertising?

A: No ads put what? The company Weibo is not what I said the two large chunks of content?

Q: How many fans do you have?

A: (embarrassed) You know the early stage in order to decorate the façade, or to pay to buy some fans, who does not have a face view?

Q: After that, what attracts fans to focus on the company?

A: Who doesn't need a little incentives. We Gesanchaiwu "forward and courteous". The number of fans is coming up.

Q: Your company has a lot of budget and can always give gifts.

A: Alas, there is no way. First send the ipad, IPhone, see what people send, we also send what. Later, a little too unbearable, it sent some favors.

Q: Have you ever analyzed the growing number of fans who like your company and are really coming to your company?

A: Who cares so much, the boss just wants to see how much the fans have grown. Need gorgeous figures.

Q: If someone complains about your company on Weibo, such as the product has a problem, the service is not good, how do you deal with?

A: Alas, this is also our confusion. Occasionally see some relatively good handling of small complaints, on the initiative to reply, such as "Thank you for your comments, we will further improve." Other, except ignore, is to delete.

Q: You have deleted negative comments, but the problem has not been deleted or exists.

A: How many people in this world can be as serious as Luo, who has the time every day on Weibo and you pull to pull, play a protracted war? Delete negative comments, send this micro-blog netizens at the most complain two, also disappeared.

Q: Don't you think these complaints are a good opportunity for your company to improve?

A: Every day so many comments, who have kung fu ah. Again: The boss only sees how much the fans have grown, and how many tweets the company's products/services have been forwarded.

Q: How did you turn around and come back, your company's microblog is for the boss to see AH? Why do you want to open Weibo?

A: To do to the boss is also open micro Bo one of the purposes, no fan number, no forwarding rate, how can you get the boss's support and more budget? Why do you open Weibo? Everyone open, said that with micro Bo can improve product sales, so that performance growth, you still can not open it?

After reading the above dialogues, do you think that the symptoms appear familiar? For example: far-fetched to write micro-blog body, blindly pursue the number of fans, open micro Bo to the boss favor, gross delete negative comments and so on ..., all of these are mere formality, only to "shape" (micro-bo "look" long like those familiar with the company Weibo, such as Durex and so on).

What about the micro-letters? Although there is no relevant research, but now, even if many people use micro-letters, and how many people simply to the micro-letter as a communication tool for the circle of friends, and the so-called "public platform" does not have the slightest interest in it? In the final analysis, the word, social media is just a tool. I sincerely suggest those who try to ponder every day: how in micro-bo, micro-letter on a cannon and red enterprise, may sink down the heart, the public relations, marketing the field of basic skills to play a solid, such as "content is king." There is no lack of tools in the world, how can I really use the tools for me? "工欲善其事, prerequisite," we still think calmly about what social media is: There are too many versions of the definition of "social media." I think the "social media" described by David Meerman Scott in the new rules: Marketing and PR in social media is the point. "Social media is an online platform for people to share insights, information, ideas and relationships," he writes. The difference between social media and so-called ' mainstream media ' is that everyone can create, comment, and add social media content. Social media can be presented in many forms, including text, audio, video, pictures, and communities. "From this we have to grasp the three features of social media:

First, people can easily distribute information and share ideas in social media. In the past, newspapers, television and other traditional media to dominate the media, only through the press interview, we can in the public to show our ideas; You can choose any kind of social media and speak freely (if, of course, you say you want to obey the law).

Second, social media's "socialization" attribute, which emphasizes interaction, focuses on building relationships. This is also the greatest charm of social media. Traditional media information dissemination mode is mostly "One-to-many", we read newspapers, TV, just passively accept information. Now social media makes information such as flexible snakes, moving back and forth between sources of information and recipients. Whether it is the rage, or the current popular microblogging, micro-letter, all the essence of social media is to enable people to better connect each other, so that people more convenient and fast interaction. However, there are still many companies do not realize this, subconsciously or social media as a one-way information output tool, do not care about their "interactivity." Many companies believe that: the money before the newspaper, television advertising, expensive; now in the social media advertising, there is no need for advertising fees. This is the "wishful thinking" of many companies, but the "wishful thinking" is ultimately to be miscalculated. Social media is not a free lunch.

Third, the performance of social media in various forms is a superset of the concept. is to people in the network society to communicate the general name of various media, such as blogs, micro-blog, micro-letter, video and photo sharing sites and so on. Weibo, micro-credit is a social network, a subset of social media. It is also important to understand this, not to mention social media, but to equate it with microblogs, or micro-letters, or "micro" that may be born in the future. The key to understanding social media is not to study various technologies and tools, but to figure out how to use these technologies and tools to better serve companies or individuals.

—————————————-

Author: @ Small Circle Pear

This article link: http://www.socialbeta.com/articles/social-media-is-not-panacea-2013.html

Socialbeta the value of socialized business

This article for Socialbeta by the author authorized to publish, reprint please clearly indicate the source and the original link.

Concern Socialbeta micro-letters, sweeping or adding: Hisocialbeta