Microblogging marketing: How to plan the content of Enterprise Micro-blog (Part One)

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Each microblog operator had to think about the problem, what the company Weibo was, when it was sent, how to interact with the fans, what tone and so on. @ open to learn from the micro-blog content positioning, content screening, content compilation, content implementation of four aspects to do detailed introduction, tailored to your micro-blogging model, micro-blogging operations Commissioner to read the article. As the article is longer, we will publish this article in the next part.

It's written in front of you.

Before opening the microblog account, the content planning is the most important part of the project, except to do the basic micro-blog image positioning first. In the process of reading some microblogging marketing related articles, I believe you will often see the marketing concept of "micro-blogging marketing, content for Wang". Indeed, just as the March of war, the soldiers did not move the first strategy of fodder. Micro-blogging content planning is like one of the fodder, there is no sufficient fodder to support the entire army, the tactical layout of the rear even if wonderful will become a port tactics. Therefore, in the planning of the micro-blog process, the selection of content should be carefully designed, after the operation of micro-Bo can worry.

Some companies do not have a good plan for the release of micro-blog before the launch, and what content is misleading fans, so hurt the corporate brand image. Many times, do a good job ahead of the design and planning, not only with less effort, but also effectively enhance the brand image of fans in the position. In general, for Enterprise Weibo, its content planning can be roughly divided into four steps:

Content positioning

Positioning is the first thing that needs to be done when it comes to micro-blogging content planning, and it can help companies understand their own situation and make appropriate adjustments with the properties of Weibo.

In the process of content positioning, enterprises need to combine the original brand positioning to summarize the simple tone of the brand, that is, brand positioning under the target consumers of the brand perception or feeling. For example, the brand of enterprise is "Young without limit, to love challenge life yearning for freedom of your own sky", then the key word brand is "young", "stimulation", "freedom" and so on. The use of brand tone, combined with the brand's own audience, we can sum up the brand's content personality. The enterprise brand microblogging content in the style above need to show a youthful vitality of the image, and in the selection of content should be appropriate to share some positive and upward blog.

If the enterprise has more than one brand needs to plan the content, may refer to the following table according to the brand attribute to the brand account classification, classifies the good category then carries on the keyword localization

The content individuality is the content localization which we want to sum up, in the later content selection, must combine the content individuality to carry on the effective selection. Enterprises of different brands reflect the content of personality can be different, and similarities and differences between the brand interaction will add more points, but the overall style still needs to be established in accordance with the image of the enterprise.

Here need to pay special attention to IS, brand keywords and content personalized keyword is very important, in the following parts of the content of the need to combine the brand keyword to filter content.

Content filtering

In the Enterprise micro-blog content positioning, combined with the set bit, the next step is to select the content, the scope and standards. In general, post information is published to attract the attention of users to increase the stickiness of users and appropriately reflect the value of the brand. Different blog posts can have different characteristics, the enterprise can according to the nature of the blog to filter the appropriate content. For microblogging content, you can filter it in the following 7 areas:

On the selection of content, let's look at a case of a non-corporate microblog. @ Big Love Runningman is an unofficial Korean variety show fan group Weibo, operating time but more than half a year. The number of fans is only a little more than 30,000, but the number of forwards per tweet is almost 3 digits, and the comment number is about one-second of the forwarding number. How does a blogger do such a high interaction with content screening?

1. The relevance of the content;

Because it is the microblogging that the television program fan group aggregates, so the content that publishes is basically to the different star fan releases some related video.

2. Interesting content;

In addition to releasing some related videos, bloggers will also fit in with the characteristics of the fan group to publish some interesting content, such as "Running man" and this cute little yellow chicken, each period Running man has seen the child paper, please raise your small hand high-profile, high-profile turn up! ".

(Simsim in the previous period

3. The practicality of the content;

Bloggers will not regularly release the status of entertainers, such as which star is attending a certain event, so that fans can learn about their favorite stars.

4. Diversity of content;

Video, pictures, text and so on, the blogger's every micro-blog will be the basic map, most also have video, so that fans can through a wide range of channels to solve the relevant information of the program.

5. Consistency of content;

Basically each micro-blog is to express a theme, so that fans easy to accept, not because did not see other micro-blog and Foggy.

6. Interactivity of content;

Combining hot events with fan interaction should be the best part of the microblogging site, and bloggers will be able to grab hot information and then make improvements to the content that is relevant to Twitter and then interact with the fans.

Therefore, the selection of content plays an important role in the interaction of Weibo. Content embodies the value, can attract more fans of attention and love. Moreover, the quality of Weibo is not reflected by the number of fans, and the interaction between fans is the most critical point of judgment.

In addition, in the process of selecting content, enterprise officials should try to avoid content with political or religious inclination, unverified content and highly judgmental content with personal feelings. The humanization of the official micro also need to take into account the brand image of the enterprise, for some "step over the boundary" content even if can quickly increase the brand's exposure also try not to touch easily, otherwise waiting for you may be crisis PR or lawyer letter.

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This article is from @socialbeta content contributor @ open to School

This article link: http://www.socialbeta.cn/articles/weibo-content-planning-part1-2012.html