How should internet companies respond to the spread of new and fragmented media

With the unprecedented prosperity of the internet media and the highly commercialized media, the social "public device" has become more and more powerful, and "negative news" can be spread across the country in an instant through the new media platform. In this era, the public opinion "lethality" more and more ferocious, "negative" once occurred, it is very easy to attract a large number of media "capture" reports and the focus of netizens. "Negative News" if there is no positive and effective response, it is likely to lead to far-reaching public opinion crisis, not conducive to the benign resolution of the incident, and at the same time hurt the letter.

The development of new media, information more transparent, the enterprise's "dead hole" more and more vulnerable. We can often see that some internet companies in the face of negative, often use the "money to eliminate disaster" approach. But this way ineffective, negative news "wildfire blowing endless, spring blowing and health," the Internet company's public relations department has become a fire-fighting firemen.

In the confrontation with the media, internet companies, even if justified, public opinion is always on the side of the media. For example, Ali in the war of words with Gockai, most people rather Gockai, will Gockai as "Don Quixote-style fighter." Because Ali is too big, Gockai too small, the two match is not an order of magnitude, the public is on the weak side.

We must see that in the unprecedented prosperity of the internet media today, the so-called "negative news" Come and go, "negative news" to become "news series", Peat peat, a hot spot is often submerged in another hot spot. As a result, "negative news" spreads fast and forgets faster.

Under this kind of dissemination characteristic, some internet companies face the negative occasion hype, cause controversy, but the more and more brave. Zhou, Ma Jiajia, millet, today's headlines, Luo and Wang are very good delegates. This wonderful phenomenon has to make us wonder: In the new media era, internet companies in the end how to face the negative news?

Fragmentation of new media dissemination

In the face of negative news, internet companies must first understand the channel of negative news transmission and transmission path, and the traditional media era, newspapers and periodicals, television, mainstream portals of the dissemination of the path of centralization, single different, the new media era of transmission path presents a "fragmented" characteristics.

Many users will send a negative voice from the microblog, these negative sound is actually no context, it is likely to be some emotional expression, or some hysterical vent, these are not contextual, we see a lot of information is fragmented, the context is fragmented.

For example, June 27, Wanda Group chairman Wang son constructed micro Bo spit trough, oneself in Jingdong bought a computer table 200 yuan, but not received the goods. This micro-Bo A, users of various colors spit in a throng. Just this micro-blog is enough to put Jingdong into a "public opinion crisis." At that time, Jing Dong just completed the listing in the United States, Liu and Jingdong is at the peak. In the face of this kind of emotional vent-type microblogging, Jingdong also difficult to find a real solution, the more entangled, but the more the smell.

Another example, August 7, Yu and Li Vanchang micro-blog controversy Huawei Millet which is superior, Yu a comment: "Last night Ufida mobile phone sent a micro-blog, a lot of people ask me how do I feel?" The border metal craft surpasses the Glory 6, but does not support 4G, does not support the SD memory card expansion, does not support the double SIM card, the photographic clarity is insufficient. From a practical point of view, Glory 6. Personal opinion, for reference only. This sentence straight poke millet soft rib, completely let Alli tongue-tied.

So, a microblog, a circle of friends, a secret, enough to put internet companies in a public opinion crisis, but this crisis can hardly predict when to happen, can not really find the right solution, and can not expect to know what its diffusion degree is. This fragmented new media approach presents unprecedented challenges to internet companies.

An internet company that can't die

While the fragmentation of new media has brought unprecedented challenges to internet companies, we must see that internet companies "curse the Dead".

Ma Jiajia is the most typical example of "Curse not death". After graduating from the University of Communications in 2012, Ma Jiajia into the products industry, more than a year time with powerful (bubble No) sex goods store, from the East five ring Media College next to the snack Street 20 square meters of small backyards all the way to kill to three Li Tun commercial area. After the popular, disdain of netizens questioned Ma Jiajia will be fooled, in addition to the face no other skills. For a time Ma Jiajia into public opinion storm eye, but Ma Jiajia face criticism, with a "scold me let me a fan" will the internet company face the pressure of public opinion of the heart of the burglary revealed no doubt.

In fact, due to the "fragmented" trend of new media dissemination, internet public opinion is increasingly difficult to reach. In the negative burst, there will often be another voice in which contention, the final form of controversy, the spread of the scope also expanded. Therefore, any independent enterprise foundation of the negative, for the enterprise, can increase the exposure rate, can be transformed into a "free soft wen."

The Luo of August 27 with the king is a recent example. From the actual effect of the debate looks like Luo to the upper hand, the debate zealer operation inside was grilled, Luo also indirectly admit hammer phone defects. But in fact, the debate itself and the truth of the debate are irrelevant, both of which are the big winners in the debate and have been given a very high personal brand exposure. Wang freely Baidu index is directly from the original 3000 soared to 100,000. The controversy has made two of people's brands known to more netizens.

Win or lose, Zealer is still the most professional leader in cell phone evaluation, and the hammer phone is still "the most romantic, best used mobile phone in the old hemisphere". The bigger winners are the players behind the wheel. More than 2.5 million people watch, 6 million of the playback volume, the whole division into 9 parts, each part of 40 seconds patch ads. Luo the king freely became the most successful brand marketing.

How to face the crisis of public opinion

In fact, the news has no positive or negative points. Qizheng, a former director of the State Department's information office, said: "Is it bad news that we are not good?" On the contrary, illuminating the dark side, exposing some injustices to public scrutiny, is fundamentally positive. Journalists like to focus on the cracks in the social fabric, otherwise the real value of their existence is threatened. ”

To judge the positive and negative problems, the most important thing is to see the interests of the report and the facts. In addition, some netizens care about the negative social, more is with a problem-finding, problem-solving mentality, value is the positive side of negative news: that is, it is due to expose the ugly and problems highlighted by the warning function and supervision function.

To dig the positive effect of negative news and to highlight the constructive effect of news is the real foothold of news. And that's what internet companies really should do to face negative news.

Without exception, Ma Jiajia, millet, today's headlines, Luo and Wang freely all put the so-called "negative" to dig out the positive effect. A mention of Ma Jiajia, people will think of "the founder of the"; a mention of millet, people will think of "internet thinking", a mention of today's headlines, "You are concerned about is the headline" Will jump into the mind, a mention of Luo and Wang freely, people will never forget the "feelings" and "objective, impartial, third party", Even if the king freely consciously will be "objective, impartial, third party" to win.

In the face of negative news, insisting on "ostrich thinking" is the stupidest way. Because from the public psychological analysis, the more secretive, the more fishy. Countless cases show that in the current xian of the power of public opinion, attempts to "ignore" or even the opposite media is at least not smart. Attempts to "unification" play "Yiyantang", for Internet companies more and more attention to the exposure effect, but also outweigh the gains. We believe that the March or April daily headlines of Ma and Ali, in the hearts of netizens far more than the "market silent period" of Ma and Ali more daring.

In addition to the generous response, internet companies have to make good use of the official information publishing platform. The movements of negative information are often due to the "absence" of positive sound. Internet companies should speed up the improvement of their own information dissemination system, such as official websites, official microblogging, press conferences, and so on, through these authoritative platform timely release response information, communication with the public, feedback of public opinion on the development of the various questions, strengthen the guidance of public opinion and win the right to speak.

Compared with "fire extinguishing" and "dredging", internet companies should establish the early warning mechanism of public opinion crisis and do well the early warning work. The use of media relations and public opinion monitoring software, the media to monitor the news reports, timely detection of the negative reports related to themselves, and follow up the appropriate disposal, as far as possible to compress the negative spread of space to reduce the negative impact, this is the way to solve the problem. In the face of blackmail negative reports, the parties should try to retain the relevant evidence, through administrative or legal or public channels to be determined to fight back.

Summary：

In the new media era, it is more urgent to change the traditional negative mode of thinking, adapt to the media supervision environment in the new media period, and improve the ability to deal with negative reports. Internet companies to be accustomed to the media and the supervision of Internet users enthusiasm, change the traditional treatment of public opinion supervision of thinking, "No more than a negative" can be replaced into "improve each of the deficiencies"? Can the hostility of "negative supervision" be turned into a booster for work? For all the problems in the process of development, there should be a good pursuit of "peace and happiness", and the process thinking of "problem exists, but we are working hard". It is true that strengthening the internal strength of the Internet enterprises in the era of public opinion supervision.