Maple Chong think: Enterprise official Weibo ten misunderstandings analysis

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

There are now almost daily news of official microblogs, but it should be seen that the number of official microblogs that work well is very small. Here's a quick summary of the 10 myths in the official microblog operation.

1, the official micro-blog only as a press release window.

Limited by the length of the micro-blog 140 characters, microblogging is difficult to explain a problem like company websites, blogs, press releases, and the impact of Weibo depends on the number of followers of the microblog and the number of tweets it has been forwarded. and news microblogging such content, is not suitable for micro-bo to the central WEB2.0 technology, few Bo friends are willing to reprint, more difficult to form a "burst" situation. Even with microblogging service providers and marketing companies, "Navy" support, the actual delivery of the scope is very limited.

Solution: Microblogging and official web sites, blogs, news events and so on as a press release window, and Weibo as an important interactive tool.

2, the official micro-blog to illustrate a problem, can write a number of micro-blog.

When writing Weibo, often found in 140 words can not clearly explain a problem, many organizations have adopted a series of successive braids of micro-blog approach. In fact, this is very readable for your followers and may even eliminate your concern. Because, he saw every micro-blog can not understand, most Woold, but also with his attention to the other people's microblog mixed together.

Solution: To say 1 things in as many as 1 articles, or one to explain the problem, and to answer by "forwarding and commenting", up to two joint statements to illustrate a problem. Can be matched with pictures, videos. If this is not enough to explain the problem, you can also pass the news on the official website/blog first, and then forward through the Digest, link in the microblog.

3, the official micro-blog as a spokesman for the use of Mandarin empty words can be.

A growing number of official micro-blogs have been set up by the company's press agencies, some of whom have used the familiar "Mandarin, empty words, cliches" to the microblog. Such microblogging, it is difficult to attract the attention of readers, readers in various fields of people have, not only the news organizations, as well as ordinary netizens, consulting companies, and even competitors. "Mandarin, empty talk, cliché" is difficult to satisfy them, and their microblog through the "comment/forwarding" constantly questioned, will make the company more passive.

Solution: Timely response, direct response, the recognition of the mistakes or deficiencies recognized, and announced the Rectification method, please the netizen supervision. The more sincere, the more direct reply, the effect is better.

4, the official Weibo all answer questions, must consult the leadership.

As a result of micro Bo 24-hour operation, netizens may put forward a variety of problems at any time, some of which will be very sharp, when at the same time is also the concern of many netizens, if not timely reply, it is likely that netizens all kinds of suspicion. and ask for leadership. Leaders cannot also answer questions in a language that is clearly understood by 140 of netizens, so most of the time it only delays.

Solution: Set up quick response process and basic answer points quickly. The most critical issue, the first time contact the specific person, and then immediately recover. The second key question is received in the microblog response and informed by what process is processed. General questions, then set up a question and answer the library and the main points, by the micro-blog on duty timely reply.

5, the official Weibo can not answer sharp questions.

Due to the interaction of microblogs, official microblogs often face sharp problems that are difficult to meet in other ways. These problems, are often the attention of netizens, simple avoidance and can not solve the problem, but may be due to the spread between users and the negative impact.

Solution: personal issues, and other issues not related to the official, can be directly returned to the outside, do not answer. Abuse, questioning questions, not directly respond, but choose the right time, with appropriate caliber reply, in order to achieve neither humble nor reasonable.

6, the official micro-blog can be free to publish personal content.

Some of the official micro-blogging defenders, on Weibo, have expressed personal views, or views of other content, on the grounds that such official microblogs can be more humane. Even personally participate in the "Lottery"/"forwarding" type of activity on some websites. Most of this content has nothing to do with the company's business, which is likely to affect the image of the official microblog.

Solution: Official Weibo maintains official status and does not participate in personal activities, but can use the company's business, or borrow some useful information for most netizens to enhance the influence and affinity of the official Weibo. The personal opinion of the maintenance personnel should be published through the personal microblog.

7, the official micro-Bo fan number of the more the better.

The number of fans is often used as the most important indicator of microblog evaluation. "There are 100 fans, you are a bulletin board, there are 1000 fans, you are a magazine, there are 10,000 fans, you are a journal, there are 100,000 fans, you are a newspaper." ”。 The premise of this statement is that fans must be effective, if it is "zombie" powder, the actual release of information is difficult to spread out. Network PR company or Network marketing company "made" tens of thousands of, or even hundreds of thousands of fans, can make is also "false prosperity", its purpose is to set the enterprise's money.

Solution: There must be a way to maintain the company's stakeholders and make them fans of the company. The number of fans is far inferior to the quality of vermicelli.

8, the official micro-blogging activities more lively the better.

Some of the official microblogging to attract fans, often held a variety of activities, typical activities are focused on and forwarded to n individuals can participate in the lottery. These activities will raise the level of interest in official microblogs in a short period of time. But the attraction is mostly for the prizes, unless it is originally for the promotion of prizes, otherwise such activities can only attract a number of fans unrelated to the official field, these fans of the official micro-blog published content of the role of attention, in fact, no positive effect, Instead, inappropriate "comment/forwarding" can have a negative impact because of the limitations that the stakeholders understand.

Solution: Official micro-blogging activities should be linked to the official sector, and the problem should be designed to target users – those who want to attract their attention, not blindly pursuing "attention"/"forwarding", but demanding effective responses.

9, the official micro-blog can be commissioned marketing consulting company operation.

Some marketing consultancy firms have launched the official microblog "generation-dimension" business, which is more knowledgeable about communication and may be better at disseminating than insiders. But the most important function of the official microblog is interaction, followed by customer support, which is difficult for the consulting firms to "on behalf of".

Solution: The official microblogging operation has some skills, internal staff need time, but can ask experts training, and marketing consulting companies or experts to operate under the guidance, rather than simply entrusted to them.

10, Gao Minos is a personal opinion, has nothing to do with the company.

There are more and more micro-blogs for company executives, many of whom are clear in the profile, and personal opinions are not related to the company. However, many people will associate the company with the company's executives, especially the chairman, CEO, marketing Director, news spokesperson and so on. Therefore, the executive's opinion on the industry is likely to be regarded as the company's view, or the reporter quoted by the "XX company chairman Yy also said in the microblog."

Solution: Executives ' microblogs are personal microblogs, content can therefore be kept out of the official microblog, involving more areas, including individuals, families, and views of social hotspots, but it is important to note that these views have corporate attributes and should be aligned with the company's perspective when it comes to areas related to the company's business.

This article is organized by Liang, author information: Maple Chong, Senior SEO Senior optimization and independent consultants, for a number of commercial sites to provide SEO solutions. Personal blog (www.leepao.net). Quotations: There is no website of the enterprise is incomplete, there is no ranking of the site of the enterprise is a cup. qq:765845308