Sprouting from the grass roots and spreading in the grass roots

Absrtact: Nanfang daily reporter Xiaiqingyu Angel mm, sister Furong, Fengjie and other ordinary people and events burst Red network, Jia your mother shout you go home to eat and other popular words with very fast speed popular in seemingly fully reflect the public opinion behind the network, in fact, there is a

Nanfang Daily reporter Xiaiqingyu

"Angel mm", "Sister Furong", "chicken sister" and other ordinary people and events burst Red network, "Jia Your mother shout you go home to eat" and other popular words with very fast speed popular ... In the seemingly full reflection of "public opinion" behind the network of public opinion, in fact, there is a group of professional "network pushing Hands"!

According to a newly published white Paper on China's internet situation, the number of Chinese netizens reached 404 million, China's web site reached 3.23 million, more than 66% of Chinese netizens often speak online, daily people through the forum, news reviews, blogs and other channels of speech reached 300多万条.

Behind the booming Internet, network marketing, which relies on the network's ability to reach propaganda, has also come into being, in which the network pushing hands, to curiosity and the super normal form, through mass release, traditional media and so on quickly attract a large number of public attention, processing without the "saliva economy".

The network hand-pushing has the innate advantage of low cost and high effect, as a new industry, its network hatchet, false information and other by-products will follow, the network hands should be advocated in the end, future prospects, become worthy of reflection.

"Ban Wang Lao Ji" casting pushing hands marketing Classic

In most netizens ' impressions, the initial impression of the Internet pusher, perhaps from "Jia, your mother calls you home for dinner" began.

Last September, the 12-word post inexplicable leap red, just two days to reach the number of replies to more than 300,000, click on the number more than 7.6 million, it was closed. Subsequently, a media company in Beijing, they created the "Jia", the purpose is to help a game to maintain attention and popularity, the idea that they earn a "6-digit number."

If said, Jia Leap Red appears to be unreasonable, afterwards recall the traces of the operation is thicker, then a year ago blocked Wanglaoji case, it can be called the classic network pushing hands.

In the CCTV for the earthquake in Sichuan, the Disaster relief party, Wang old Kat brand operation side plus many treasure group donated up to 100 million yuan of good money. And the internet followed by a "Let the King of Old Kat from China's shelves disappeared!" Kill it! "Post, this eye-catching title caused by the Gado of the public anger moved by the charity. But open the post to see, the post refers to the "ban" is actually to express "buy Light supermarket king old Ji!" One can buy one can! "Meaning.

RU to produce a strong contrast to stimulate countless public message, "this summer do not drink water to drink Wang Lao ji", "Gado donated 100 million, we want to buy its products, let it earn 1 billion", such as the thread appears in a large number of Web site forums. A few days later, there were even rumors of Wanglaoji selling off in some places. The internet has sparked an alarming amount of discussion, reprint and clicks.

A network of internet marketers named Sonia, "Gado found a PR company and Professional Post Group planning operation of this matter, by these companies and the team will be spread to the major forums, and through a large number of threads to master the network of public opinion-oriented and continuous impact, can be said to be a classic network marketing case. ”

Behind these network marketing, can not be separated from the operation of pushing hands, profits are considerable. Fengjie fire, as Fengjie "high-profile marriage" network pushing hands, Sun Jianye one months to earn 300,000 yuan. "Angel mm" popular, for the Aba Tibetan and Qiang Autonomous Prefecture tourism economy has brought about 30% growth.

Sprouting from the grass roots and spreading in the grass roots

Like Fengjie, Wanglaoji, Jia and so on, involving relatively large interests, the effect of a sensation, behind the usually more formal network pushing hands. Back to its predecessor, is in the forum irrigation of the gunman, or commonly known as the "ER Party", however, after a series of High-profile online marketing success events recently, and began to create a network of grassroots new forms of hand-pushing, and infiltrated into the daily life of netizens.

The popularity of popular microblogs, which often mark the popularity of bloggers, has spawned a network of speculative fans. Taobao, as long as the search "Weibo fans" can find dozens of Taobao shops, as well as detailed price list, "fans" from 1 to 1 yuan.

"Your fans are over 100, you're like a magazine, more than 100,000, you're an urban newspaper; more than 100 million, you're CCTV!" "——— have sold Weibo" fans "Taobao shop has played such advertising language.

"Part of buying a fan is to show off popularity, to satisfy vanity, and partly to get more fans to be ' entrusted ' to attract more real fans," says one of the web-pusher's Twitter followers.

Not only that, all kinds of size of the network hand-pushing companies emerged. Baidu "Network pushing hands Company" to find relevant pages about 701,000, according to the People's Daily reported that the country has at least thousands of network promotion companies.

In this, even appeared for customers and pushing hands to do intermediary network pushing hands service platform. Platform is mainly targeted at some of the release of the number of employers, can bypass the professional hands-pushing companies, to find their own hands, and the recruitment of the hands, but also to amateur part-time.

For example, in the three dozen Harbin online has such a description: The employer first put forward to promote the target, in three dozen Kazakhstan promotion experts to develop promotional programs, free pricing, free to publish tasks, push hands free participation in the task, public delivery. All the official promotional tasks issued by the three dozen Kazakhstan have received 100% advance payment from employers. Pushing hands to finish the task, after the employer approved, push hands will get 80% Commission, three dozen Kazakhstan get 20% of Technical Services Commission.

The reporter sees, although this website's employer releases the quantity to request only one hundred or two hundred, the task Mark's highest also is 1000 yuan. Requirements but there are high and low points, such as in the major forums posted, 1.6 Yuan per draft, complex point of the requirements of the design, and the number of different accounts in Baidu know, Sina love to ask, Tencent asked and so on the inside "Ask yourself", ask the question has a certain originality, and contains the information required by customers, and need to separate a certain interval. Each question can be paid 4 yuan.

Internet hands-pushing network thugs

The other side of the Angel may be the devil. Network pushing hands not only for enterprises to provide brand hype, product marketing, Word-of-mouth maintenance, crisis public relations and other services, in the interests of chasing, in order to expose the opposite side, to combat opponents for the purpose of another type of network pusher "cyber Hatchet", also began to flood the Internet. These undesirable push-hands also according to customer instructions for intensive posting to slander, slander competitors, and even control public opinion, this phenomenon by public opinion called "Network Triad."

Last March 10, a post called "Sisters Beware, exposing the true face of new Oriental teachers" hangs in the Phoenix Forum. 48 hours later, the post was reproduced in more than 4,600 forums. The post said Beijing New Oriental school teachers cheat girls feelings, forged high scores, and point out the teacher's initials. Suddenly, the new east into a public opinion crisis. It was later ascertained that this was a kind of being "black".

"A strong public pressure can be formed overnight." The object of the attack was lost. Insiders said that because it is difficult to grasp the exact evidence, "cyber thugs" often do not have to bear any responsibility.

And the release of false information to confuse the public, such as pulling up stocks opportunistic profit, "they need the network to match the hype, such as the release who was bought, reorganization and other news." They give a lot of money, one-month service charge 300,000, after the success of a 10% commission. A cyber thug said.

and "Cyber hatchet" associated with, is the network deletion of the company ——— when customers appear negative information, for enterprises to eliminate these adverse remarks, delete post "disaster".

The deletion of the company is mainly by the forum with the moderator, such as the right to delete the relationship between the manager, or through the forum or search engine relationship to the relevant posts after the move, "pay a certain fee can be." Sanlu milk powder for a search site "PR" event, the cost is said to be as high as 3 million yuan.

Whether it is pushing hands or thugs, can not be separated from the huge post team, the bottom of the post is often part-time, the line called the Navy, according to the industry, said, "Posting companies like the contractor team, the contractor is equal to the Navy head distribution, earn the difference." ”

Network thugs digging industry graves outweigh the gains

Faced with the current situation of the network pushing hands, experts and academics have called for a cautious ban, which can be properly tolerated without touching the law, but it is also necessary to make appropriate regulations.

Guangzhou Phenomenon Culture Communication Co., Ltd. Mr. Liu introduced, the network marketing cost, the effect of good prospects, there are more and more people into this industry, the initial stage, but also have their own bottom line, can not be indiscriminate speculation.

He said that the current confusion is mainly the low end of the post hype, such as posting some product ads implanted "Brother Sharp", "Sister Furong" and other keywords, so that search engines easy to search. This is mainly part-time, hair hundreds of, about hundreds of dollars. And some false information, cyber malicious attackers are also often hiding in this kind of low-end network pushing hands inside.

General manager Liu believes that the cyber hatchet is on the rise of the network marketing industry has dug his own grave. This can indeed be a short period of time to achieve the maximum slander each other's purpose, but technically very easy, the cost is also low, even do not need any creativity, but once the network thugs spread, the end is likely to cause smog, contract a party B have lost the confidence of cooperation, the market do rotten. He hoped that the industry should consciously take the lead in self-discipline without the existing laws being refined. "Now the network monitoring technology is very advanced, if the thugs released is false malicious slander, slander information, through IP, etc. can soon be found, public security organs can be dealt with according to law, the injured party may also be through the courts and other channels to prosecute, the cost is actually higher."

Gerrymandering。 Has planned "Henan 360 million giant prize nephew Guangzhou recruit million fellow home to celebrate", "juvenile to die mutually forced Li Yuchunlong chest" The network hands Down ", recently due to the word processing and a large number of reprint a group called" Shenzhen Homeless street rape suspected psychotic woman "photos, by the public security organs according to the" 42nd of the Law on Punishment of Public Security Administration of the People's Republic of China, the provisions for peeping, videotaping, eavesdropping and distributing other people's privacy have been detained for three days.

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If you do not exceed the law

can be treated leniently

Professor Wang Tianjuan, School of Journalism and Communication, Jinan University, said these network pushing hands are the interests of the promotion, from the upstream planners, the hype side, to the middle of the traditional media follow-up expansion effect, posting the company hype, the last downstream of the Navy to carry out a mass posting, interlocking, each layer can gain their own interests, or the promotion of fame. And these network pushing hands are often to compare to look for, exaggerated form show, arouse other people's attention. If each link does not violate the ethics of the bottom line, the provisions of the law, can be more lenient attitude towards this marketing phenomenon. Even Feng's startling remarks, he says, are also an exaggeration of the default issue, "In fact, as a recent media survey said, 60% of girls are willing to marry the rich second generation, but Fengjie said more exaggerated."

Wang Tianjuan that the purpose of eventual profit is not to be feared, but need to put the network pushing hands such a new form of marketing to develop a game rules, the public has the right to know, network hands can, but need to make every link transparent, in the creation of hot spots at the same time, even let netizens know is not disgusted with speculation, not be deceived feeling, This, of course, requires more ingenuity from the Internet.

Yang, deputy director of the Internet Word-of-mouth Research Institute of the University of Communication, said that the network can not be seen as a scourge, "the network hand-made news, not the headlines and focus, at best, to entertain the public, harmless." "He thinks, in fact, a celebrity in reality, which has no commercial interest in it?" The Internet is just a tool! Many celebrities behind are a certain interest in support, users do not too silly too naïve.

"Speculation as a means of marketing, there is the rationality of its existence, including a lot of advertising, promotion, as long as a little, they wander in the real and false edge." Moreover, a lot of hype, the reason for success, probably because it uses some small skills, small wisdom, but the most fundamental is because it touched the social pain point. "Yang said.

"The mass media should assume the role of gatekeeper", Hu, an associate professor at the University of Journalism and communication at Beida, noted that many network hotspots now need traditional media two-degree hype, which means they also need traditional media to fuel it, "but some media are being led by the network, to some extent, the loss of their credibility." He called for the online identification of the true and false information, for netizens, is a challenge, and for journalists, should be necessary conditions.

"The most important thing is not to violate the law", experts pointed out that at present, China has no relevant legal norms on network marketing, even the newly published "China Internet status white paper" Inside the speech to the Internet users of freedom of expression, the right to know content, also did not involve network marketing. But in the advertising law on the false propaganda, Internet-related laws and civil law on the infringement of privacy provisions can be bound.

Case

Fengjie Cosmetic Planning

It costs 50,000 bucks.

At the end of March this year, because of the extremely harsh marriage conditions and popular network Yufeng High-profile to a hospital in Guangzhou to undergo cosmetic surgery, and to the media to declare Shire language constantly, claiming that "their own conditions unparalleled", "not to marry the returnees." Regardless of whether the overall effect is so stunning, but after a high-profile debut, sister Feng led the hospital to surge in popularity.

This incident is behind the hands of Guangzhou phenomenon Culture Communication Co., Ltd., according to the planning of the event's general manager Mr. Liu introduced, the company commissioned by the hospital to do event marketing, Mr. Liu in the first moment remembered the "Feng elder sister", and the hospital to do communication after the affirmation, and then find Fengjie. After the event was exposed by the media, it was almost universally known. Hospital said: "The increase in exposure is a geometric level, on a video site of a Phoenix sister plastic surgery video, has more than 10 million hits, this is any traditional media can not do." ”

Mr. Liu said, in fact, the hospital only gave the phenomenon of the media 50,000 yuan promotion costs, for guests and the media solicitation, Fengjie round-trip air tickets, accommodation, activities, such as the production cost of about 30,000 yuan, finally the company's income is 20,000. Of course, the media also gave Fengjie tens of thousands of yuan invitation fee, "We in various forums, related blogs, video sites posted about only 35 posts, the rest are relying on the sensational effect of planning, arouse the attention of netizens." Mr. Liu believes that this kind of planning mainly, the network push hands supplemented by the way, is the network marketing in the high-end approach.