No interactive microblogging is hypocritical

I have long ago put forward "no interaction, not micro bo" point of view, but in http://www.aliyun.com/zixun/aggregation/33109.html "> Mainland China Weibo has become increasingly popular today, we still see many enterprises, The microblogging of institutions is either not interactive or the rate of interaction is fairly low, and I call these micro blogs false microblogs.

I. Viewing the rate of interaction from statistical data

Speaking of corporate, institutional micro-blog interaction or the problem of low interaction rate, I have been aware of, and once put forward "no interaction, not micro bo" view. In a recent study of the 2012 corporate Micro-Blog white paper published by Sina Weibo and CIC, the statistics show that the low rate of interaction among domestic companies and institutions is too serious to ignore.

From the white paper's "Industry average interactive fan ratio" data can be seen, the current domestic industry micro-blogging average interactive fan ratio is only 2.14%. The figure is fairly low, compared with the number of "average active fans" as high as 35%.

It is clear that many of their fans are relatively active for a number of corporate and institutional microblogs (active behavior includes landing, blogging, commenting, etc. in the recent period), However, their interaction with the enterprise, including the use of comments or forwarding to your business account over a period of time, is fairly low.

The hypocrisy of the non-interactive microblogging

From the results, if the enterprise or institutions and fans do not interact or the rate of interaction is very low, the result is that the most important feature of Weibo communication is not played out, then micro-blog is reduced to other traditional channels similar to the platform, more of a one-way communication function. In fact, it has to be a little more serious: not interacting with Weibo is hypocritical!

So, at this point, it is necessary to question those companies that do not interact or have a very low rate of interaction, how much do you use microblogs? Just to keep up with the bandwagon and chase the boom? Or is it just one of the quickest ways to use Weibo as a crisis PR in the crisis?

Some enterprises or institutions to the low rate of interaction attributable to other aspects, such as fans do not want to interact, such as enterprises or institutions, such as the lack of staff, such as enterprises or organizations, the official micro-blog operators do not have the ability to answer fan questions, such as improper answer easy to introduce unnecessary misunderstanding.

However, none of this is entirely justified, because many times when users ask questions without getting answers, many times there is no positive explanation for small misunderstandings, and in the long run, users are clearly complaining about business or institutions, even turning small problems into big problems and potentially exacerbating crises. Therefore, no interaction or low interaction rate can only let the problem accumulate more and more, only let the contradictions become bigger.

Iii. How to promote the interaction of Weibo

It is important to think about how to effectively increase the rate of interaction with the fans and achieve better results if the enterprise or institution must interact with the fans and maintain a certain degree of interaction with the followers.

First, we must pay considerable attention to the level of original Weibo. A trivial microblogging post is hard to attract fans attention and forwarding or comment, let alone the enterprise has to appear on the product or service content. The basic strategy is to make Weibo original posts more appropriate in the selection of materials, easier in expression, and softer on business elements.

Second, the micro-blog must be continuously monitored. Some businesses or institutions think that by the end of a few tweets a day, they completely ignore the monitoring of the content of microblogs. In fact, the premise of increased interactivity is to constantly monitor the responses of your Twitter followers, as well as your fans ' unsolicited posts for your business or organization, outside of the microblogging release.

Third, we must actively and patiently interact with the fans. After discovering some of the questions that need to be answered in your microblog comments or other tweets posted by others, answer them in different ways depending on the nature of the problem. Sometimes it takes a comment to be forwarded at the same time, sometimes only comments do not forward, sometimes need to use letters. In addition, some simple questions can be directly answered, some professional issues, then to the relevant professional departments to communicate, encounter the signs of crisis, and enterprises or agencies of the Public relations department timely reporting, according to the plan to formulate corresponding countermeasures. Of course, microblogging interaction there are many different skills, such as pre-sales advisory interaction and after-sales service interaction is different, and how to enhance the impact of micro-blog posts (such as forwarding number, comments) will also be a lot of skills, need to continue to improve in practice and actual combat level.

In fact, good interaction can obviously increase the information communication and mutual understanding among enterprises or organizations and fans, there is such a good natural interactive platform, why not try to use it well?

In short, micro-blog is a very important interaction of the new media platform, if not interactive or relatively low rate of interaction, so that micro-blog completely lost its features, then the use of micro-blogging and the difference is not very big. So all businesses or institutions that use microblogs, please immediately put the interactive link of the microblogging, please in the interaction to better reflect your attention to the fans, if you do not do this, the so-called microblogging use is really "trickery"-that is not to say is a kind of hypocrisy.