Real-name Shuffle microblogging marketing "zombie powder" will become a history

Author: Shen Zhiyong

December 15, the Beijing Municipal People's government press office, Beijing Municipal Public Security Bureau, China Municipal Communications Administration and Beijing Internet Information Office jointly issued the "Beijing Micro-blog Development and management Regulations," stipulates any organization or individual registered micro-blog account to use real identity information, otherwise can only browse can not speak. Because the mainstream micro-Bo platform is basically in Beijing, so Beijing's micro-bo real-Name system can be equated to the entire micro-BO platform real-name system. So far the micro-bo real-name of the screen finally set off, this will be the development of micro-BO is a crucial step, micro-bo marketing pattern will also face shuffle.

Under the new rules, Weibo users are required to sign up for real identity information can use the speech function but the user use the name of the microblogging service can be selected voluntarily, can be understood as "backstage real names, the front desk voluntarily"; At the same time, the new rules also on the identity of registered users of information security requirements, the major micro-Bo platform is strictly prohibited to disclose user information, The sale of fans has also been banned. The relevant website needs to complete the user's specification within three months.

The real-name implementation means that the "zombie powder" that has long been used in microblogging marketing has been cleared out, and the so-called "tuba", which relies on zombie powder growth, will also face the brunt and test. The false exuberance of micro-blogging, created by the use of zombie powder, will reveal itself. Microblogging marketing will bid farewell to the impetuous false, return content and creative marketing essence.

For the microblogging platform, the real name of Weibo will help regulate the comments on Weibo, prompting speakers to be cautious about their speeches, increase the risk of disinformation, micro-BO public opinion environment will be purified. The credibility of the microblogging platform will be further enhanced, which will attract more companies to carry out marketing communications activities on Weibo.

For enterprises, we must pay more attention to the comments on Weibo, and quickly take effective response to action, otherwise the real name of the crisis will occur faster. This to the enterprise crisis PR also put forward higher request.

Finally, although the introduction of real name policy to full implementation of the time, but there is no doubt that the real name will shuffle the microblogging marketing pattern, prompting its return to marketing focus on the essence of content and creativity. Enterprises also have to give up a quick buck, whitewash speculative mentality, the real listen to the voice from Weibo, real respect for users, and strive to interact with users, to make adjustments for users, only in order to reap the fruits of micro-blogging and may create a new future. (the author of the Shen Zhiyong is a senior public relations consultant, Beijing Andy Wisdom Letter PR Consulting Co., Ltd. CEO)