On the risk of occasion hot event Marketing

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With the continuous transparency of media news reporting, the media can report more and more things, which leads to more and more things people can now understand, such as the recent Jingzhou fishermen, Beijing swine infection incident, the collapse of Yantai building, as well as the previous N-many events. A common feature of these events is that the impact is enormous and the crowd is very broad. Therefore, some stationmaster also lost no chance to stare at these events, hope to be able to take advantage of these events of concern degree, enlarge own influence. For example, some webmaster to the Jingzhou fishermen events made into flash games, on their own website to attract attention.

In the author's view, the hot event to hype their own website, there are opportunities, there are risks.

The hot events that can be scrambled online are generally not good. Although these events can get the user's great attention, but also get the people despise even disgust. Like my Jinan second-hand housing network to this kind of hot-spot event marketing way very cautious. Webmaster use events to publicize their website, there are several risks:

I. Infringement risk. Website to make some relevant publicity, must use the event side of the information, such as portrait. There is a risk of infringing the portrait, and improper guidance of the incident may infringe upon the rights of the party's reputation and constitute defamation and slander.

Second, moral hazard. There are a lot of hot events, and the description of events that are propagated over the network is not necessarily true. In not clear the event itself on the practical ridicule, spoof form of propaganda, may let oneself in an embarrassing situation: you advertise for a while others bad, the results prove that people are wronged, you why. Jingzhou event, for example, some webmaster is going to make a small game, so that we can spend money to hit the fishermen, but now the media gradually reveal the fact is that the two fishermen did not die, but other people's behavior. This will be very passive, let people feel that the site will be the suspicion of insult.

Third, the impact of the site content. Generally each site has its focus on the field, not every site is suitable for the use of hot events. For example, Jinan second-hand housing network if the floor to the building and the collapse of the related reports, it will be very appropriate, because are concerned about the property sector. But if a dedicated car site also to borrow these two events publicity, may feel very alternative, after all, the building and the car span is too large. If a site is not related to too much content, the value of the site will be reduced accordingly.

Said so much, not that the site can not occasion hot events, but that there is a risk, and then to find suitable events to occasion. Otherwise, it is possible to be smart and wrong, but it has affected the development of the website. (This article first Jinan second-hand housing network http://esf.jnol.cn reprint, please retain the copyright!)