How to monitor the network public opinion of enterprises in information age

The scope of Internet public opinion

Common more influential network information access channels must be clear, common such as search engines, news media, industry-related sites, community forum bar, blog microblogging, questions and answers, mail, instant messaging and so on.

Second, the general steps of network public opinion monitoring

1. Participate in interactive

This is the core, small enterprises may not be able to do, but large enterprises should be done, no, it should be done!

The purpose of participating in the interaction is to collect information that is really useful to the enterprise, or to find the problem, rather than simply for monitoring, on the other hand, there is a smooth communication channels, can lead to the formation of a virtuous public relations cycle, thereby enhancing the competitiveness of enterprises.

Implementation: Set up an official operating account, and a variety of channels to play a good relationship to do PR.

Case: 3Q War

3Q World War in the awkward situation of Tencent, you can see that Tencent in this area do a serious shortage, the 3Q war in the netizens and the industry's dissatisfaction with Tencent is a concentrated outbreak of communication.

2. Coverage monitoring

Participation in interaction is a positive lead, coverage monitoring is passive defense. The most influential network information access channels must cover monitoring.

Implementation methods: Mainly through the keyword coverage to achieve. General Labor is achievable, of course, there are companies specifically to do this business integration development, a friend is to do this search engine development. This can be found in a timely manner, so that measures can be taken in time to solve the problem, to prevent the expansion of serious problems.

Case: Farmer Spring Water Event

This incident at that time uproar, not only affected several involved enterprises, and even affect the entire industry, and finally to the government level. But I was small attention, tracking found in a long time before there are some forums began black farmer spring, in some fishing enthusiasts forum, local forum has been brewing ... Whether the test or momentum, and finally a big recruit, behind the scenes of intensive and large-scale attacks, the farmer Spring No parry. But if the farmer spring even has the general surveillance measure, also does not have the situation.

3. Leading public opinion

The front two is done, this is more comfortable. There are several points to be noted in addition to the preceding.

First of all must be targeted, for example, it is really wrong to be sincere apology, from the consumer point of view to propose a reasonable solution, was black to be black from the root causes of the other people to your doubts, do not pull east, we are not fools;

In addition to find some more effective carrier to communicate, some enterprises have a problem to find a newspaper to send a statement or something, so that the problem has been resolved .... This I can only say hehe ~ ~; In short, as many channels as possible to cover out, each channel has certain limitations;

And then there's the way to communicate. Sms? Mail？ It is certainly the best policy to take the way others don't resent;

4. Clear the battlefield

It's easy to ignore, but it's really important, especially when it's dark ... When the dust settles, the negative information should be cleaned up in time. Well, the person responsible for this matter is expected to be big, the Internet information spread too wide, the workload is not too big .... OK, here's the suggestion ...

Implementation mode:

Through the second step, find the relevant misinformation carrier, whether the media or individuals, to request the deletion of misinformation information. The last not cooperative letter of attorney.

Case: Too many failed cases, countless

5. Front cover

All channels can be taken into account, here to pick the most important search engine. You must be sure to search for any possible relevant keywords, and the first pages are positive messages.

How to implement: Search engine optimization

Case: Or the failure of the case, we go to search the "farmer Spring" "Farmers Spring Water" "Farmers spring water pollution" ... Hey ... Horrible！