How to humanize Enterprise Weibo

Summary: Column Author: @ Small Circle pear on the article on why Micro-blog do not always say "name", which leads to a very important issue, but also the author's absolute support of the view: Micro Bo to human. So how does a corporate microblog do that? This time

Column Author: @ Small Circle Pear

The article discussed why micro-blog do not always say "name", which leads to a very important issue, but also the author's absolute support of the view: Micro Bo to human. So how does a corporate microblog do that? This is back to the most essential problem, it must be the grasp of their own brand is in place, it understands the brand's mission, vision and value where? It is clear what its target consumer group is on Weibo.

Therefore, the head of Enterprise Weibo before embarking on the content, please consider the following three questions first. Only think clearly these three questions, can straighten out the thought, the content is not like porridge, unintelligible, or go to the side, cannot reach the beforehand effect. In the end, there is no vivid human image in the hearts of netizens.

Question one: What core values does your company always/or want to convey to the outside world?

Whether your company is large or small, you can't simply sell products/services, blow them up, and you're exporting the company's core values to the outside world. The product is the replacement, the service is unceasingly upgraded, but the core value is the lasting new.

Please close your eyes and imagine: if the company is going to make an image promotional film, what theme should be taken around? At the end of the film, on the screen to play which words, there is a summary of the meaning of sublimation, so that people remember this film conveyed the idea.

Why is core values so important? Because the social media in the final analysis is a kind of media, the company through a variety of media initiative to disseminate information, and ultimately to converge into a unified brand image. Then, ça, the information can be complex and diverse, can not be separated from the company's core values. Core values are the backbone of all company's external information.

Core values are not empty, not shout a "tall whole", all-encompassing slogan, not some abstract, let people can't capture information. Think of your company from top to bottom for a what goes beyond the macro goal of profitability struggle! Facebook, for example, specifically mentions in its prospectus: "Facebook was originally founded not to be a company, but to live a social mission: to make the world more open and accessible." ”

So, please write out the core values of the company on paper. While this may be a bit of a blur, think about any external content dissemination strategy: Is it out of the core values?

Question two: What is the purpose of opening this social media account? According to each social media account for different purposes, set the main communication topics. Please straighten out the following questions:

1. Is this a social media account representing the entire company? Through it, you want to create a company's stereo image outside, so that the outside world not only understand the company's good goods, good service, as well as corporate culture, the implementation of corporate social responsibility and other aspects of the comprehensive content.

Audience: Please note that this is the purpose of the social media account, its audience includes: 1, media journalists, industry professionals, scholars, public interest, and so on, there are a large number of opinion leaders. 2, some of its fans have a high degree of loyalty to the enterprise, has not only concerned about products, services, but also concerned about all aspects of the enterprise. They want businesses to thrive. 3, some of its fans are also corporate "picky", such as professional counterfeiters, environmental NGOs, and so on, they regard the social media account as a way to understand the enterprise, and the account at any time to express their views.

Language style: This type of social media account represents the company's overall brand image. You can personify the company first, think about what kind of image the company wants to appear in public? For example, the elegance and the affinity of women, then, language is gentle, decisive but not sharpness.

2, this social media account is mainly used to promote the company's products/services?

Audience: Mainly the company's target consumer groups and potential consumer groups.

Language adjustment: Of course, to understand the company's target consumer group characteristics, and then "words." For example, the economic conditions are good housewives mainly, intonation should be both intimate and understanding, not too exaggerated and the pursuit of entertainment effects.

Special reminder: Don't take social media account as "Wang Po sell melon, puff" online shopping mall.

Key point: The company is the field of experts, as far as possible to provide consumers with the field of expertise, to help them answer questions, solve practical difficulties, so that their lives better.

Stonyfield Farms, for example, is a company specializing in the production of organic dairy products. On its blog, it introduces an organic lifestyle to the target consumer group, such as how to cook delicious, healthy dishes and other articles. All these contents show the brand appeal of their happy family and healthy life.

Colombian Shrimp Soup (Colombian shrimp soup)

View recipe (see How to cook Colombian shrimp soup?) ）

The ultimate goal is to fully understand: Why do companies open this social media account? What group does this social media account target? What do you want to achieve? What is the overall tone? If these are not straightened out, then eyebrows, social media content is more confusing.

Question three: What kind of person is the company's target consumer group? What are their characteristics?

Social media account for different purposes, its audience will also have a difference. Even the different social media accounts of the same company can be categorized by the audience for different purposes. However, no matter how different the audience is, all of the company's social media accounts eventually want to reach the target consumer group. Therefore, in-depth analysis of target consumer groups is essential. This is also an essential work that most companies will do.

We can make full use of the information of target consumer group as a pointer to social media content. What we need to know most about is the company's target consumer group, what do they like to talk about?