Good enterprise from the media: to drag, to cool, to Meng

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[Abstract] Enterprises believe that good content will lead to the spread of the audience, with the help of social networks, can play a small investment in the promotion of large effects. However, what is called "good content" is itself a rather troubling problem. The author of the enterprise media should have three characteristics called "pull Cool Meng Trinity."

Enterprise to do the media, nothing more than to "content marketing", these four words is the current marketing industry is very hot topic. In the real sense of the media debate on whether the "content is king" or "channel for the King", corporate media, it is believed that "content must be king." The reason is also very simple, the enterprise does the media, originally is the cost center, did not expect to have the profit.

Enterprises believe that good content will trigger the spread of the audience, with the help of social networks, can play a small investment in the promotion of large effects. However, what is called "good content" is itself a rather troubling problem.

Personal opinion, for a corporate media, should have three kinds of characteristics, the author called "Pull Cool Meng Trinity." These three points do, basically the corporate media will be very popular.

Drag, corporate media is to need a little drag flavor, mainly to their own products or services that self-confidence, to have a "my thing is good is good is good" strong constant express or implied. Consumers like good products or services, if even the manufacturers do not have this self-confidence, how can the audience accept that this is a good product? This is especially true for Mr. Jobs, who has always been able to make his own things the best that can be overridden by people.

Cool, mainly to cater to the trend, even if it is very "traditional" very "old" things, but also to make a cool feeling: nostalgia can be a cool. Cool, in the end, is a fashion in which most people seek out things that are fashionable and reject items that are not fashionable enough. If the use of the fashion of the company's not fashionable products, indicating that users are not fashionable, this will be a lot of consumers disgust. And some very traditional companies through the copywriting and creative, but also can make "cool" sense, such as Coca-Cola launched the nickname bottles and lyrics bottle activities.

Meng, occasionally sell the eruption is still very needed, when necessary in the insignificant place can be appropriate to laugh at (black), mainly to dilute the "drag" feeling. Do not sell Meng only sell pull, will make people feel that this enterprise high, not close, this in the image of forging will lose points. A classic example is the early days of Microsoft. At the turn of the century, the company was cool, but always so high that public opinion had a sense of "dark Empire".

Pull Cool Meng Three dimensions, the cornerstone of the drag is the actual products and services, cool target is the image of the project, Meng is flank cover affinity to build. Obviously, the most important thing is the actual products and services. If this cornerstone is not right, drag also white drag, but by a wider range of criticism, as for the back of the cool and Meng, will become castles in the castle, it is easy to be criticized as "singing crosstalk."

So, when social networking started to flourish, the author kept the view that not all businesses fit into the field. Because not all of the company's products and services are enough to "serve the public": there are too many companies in China have a fatal flaw in the specific supply, it was not on the social network what did not, one on the contrary caused a crisis. I've even made the assertion that the first step to getting a business into a social network is to prepare for a crisis pr.

Can have a certain confidence into the social network of the so-called "media" business is not suitable for everyone, after the operation can be achieved to drag the triad of the Trinity is not to be able to do--rely on two years of intern Meng is Meng, drag and cool may not be made, so, enterprises from the media this matter, There will be many people under the influence of millet kill come in, but in the end, successful beneficiaries, not too much.