Talk about microblogging operations.

Played for more than a year Sina Weibo, micro-blogging operations did not do a systematic study, but there are a number of scattered ideas, may wish to remember. Not deep, very fragmented.

1,
There are at least half of the microblogging and blogging operations in common, for example, the killer is to attract good users-that is, active celebrities. It's all about being forced to play the grassroots tactic. I have written an "elite grassroots complex" to analyze why celebrities are the best quality resources.

Of course, celebrities in the vertical field, even in a small circle, can work, but only if you attract readers to these areas, and you have to make sure they find someone they admire. With the current user matching technology, it is not feasible. How do I know who you are? How can I accurately recommend a celebrity in a field? If a large list of classified indexes is listed, the user's retrieval efficiency is too low. The custom list also solves this problem.

2,
Celebrities pull over, but also maintain, give them a flow, bring to the environment of identity. For blogs, this has to be done by the editor hard to do home page recommended, not only trouble, not recommended articles immediately popular straight. It is much more convenient to put on Weibo and a lot of fans. The key is how to help celebrities increase the number of fans.

Have seen the microblog dialogue. Have a reader for a political subject category V users, said your microblog write so well, how fans only six digits, those stars speak silly not Mao, fans are millions. V Users sprinkle a smile, said the fans of the switch in people Sina there, want to give whoever to, want to add as much as how much.

See this dialogue, I just understand why Sina and NetEase are at the bottom of the science and technology news add a baffling "Weibo recommendation" column. A key concern, fans soaring.

3,
When running a microblog, there are few people with headaches, running for a while, and headaches. Too many celebrities are inefficient in finding valuable sources of information.

Valuable sources of information are not just celebrities, but also people you know, people you might appreciate. The larger the net, the higher the user's retrieval cost. Personalized matching with algorithms it's a product group thing, and what the operations team can do is classify celebrities at the public level and provide a less efficient but easy to understand approach to retrieval.

In addition, Tencent Weibo's "list market" is also a finer granularity of the classification of aggregation action.

4,
To promote the highest level of any network product is to elaborate an accurate and infectious product image. So what is the most effective form of content in the external promotion of micro-blogging?

is the topic. Around a number of eye-catching topics to organize content, tell you, here are a lot of interesting content and fun people. The best topics are native to Weibo, such as Li Yi vs. witch, followed by celebrity reviews of popular topics, and again by the grassroots of popular talk.

On the topic of sniffing, content organization and packaging, is the technical embodiment of operational work. Not only for the promotion level, but also to guide the publication of behavior, active internal atmosphere, such as Sina Weibo on the right side of the hot topic list.

5,
In addition to the topic, the promotion of another big move is the group interactive new packaging. For example, celebrity online interaction, exhibition live Interaction, live interactive program and so on.

The interaction characteristics of domestic users tend to follow the sexual interaction, but not good at expressing themselves in thin air. Need to have a section of the locomotive in front pull, then Youboy, and then through a warm interactive atmosphere to packaging a lively brand image. Lively-The domestic user is good this mouthful.

6,
Sometimes can not find the topic, also cannot find the packaging group interaction of the header, but also to promote the brand outside, internal active atmosphere, then how to do? It is also a small move to organize thematic interaction activities by Weibo officials. But because there is no locomotive driving, all rely on spontaneous participation, planning must be from the reality of the user group characteristics. Especially the brain residual users of many platforms, do not put their own when the watercress, so love to play the tune of Watercress, you job-hopping to the watercress good? You don't have to go. Do some activities to provoke out what ghosts and goblins, bad currency expelled good currency, decent point of the user to see what kind of silly force in play Ah, turned away, but smashed the brand.

Shame。

7,
External promotion of micro-blog, mainly by the above three strokes, if the traditional way of doing a blog, news ideas to push a single micro-blog, then all meaningless. As a fragmented form of content, fragmentation itself lacks value and is contagious with a torrent of feed streams. Quality promotional material should be the aggregation of fragments of information, or fragments derived from the events and topics. It doesn't make sense to push a person's microblog address alone, leaving the full picture of Weibo reading, which inexplicably jumps from Outland to look at someone's microblog.

So for micro-blog set up an independent promotion area, can only coax some KPI back. The real value of promotional materials can not be so many every day, must be few but few, suitable for embedded in the daily update of the channel, hit the Taste congenial users. If you get a place to update a number of daily, there is no guarantee of quality, only may put a single micro-bo, individual person, waste. From the news scene to the micro-blog situation is too abrupt jump feeling, which has any effect to say.

Notice that product promotion is different from media promotion, basically do not need continuous exposure, the key is hit rate rather than exposure, that is, publicity can hit the target users, promotional material to the product positioning and selling points to explain clearly, the audience pulled in, stay. "With the flow" this kind of media gimmick is really South Tangerine Orange. However, there are more disgusting, such as pulling the user to draw the lottery (micro-blog calls) This kind of idiot to make users of garbage. A little nauseous.

8,
Weibo is not a closed information ecological environment, but the whole information environment projection, then in the operation should also pay attention to the interaction with the social theme. The more this linkage, the more in-depth, the vitality of micro-blogging and mining potential will be stronger, and not only rely on a single celebrity tactics. For example, with the news topic linkage, and preferential promotion linkage, and industry recruitment linkage, and social public welfare linkage, and consumer reviews linkage and so on.

Sina Weibo leads the way in these areas. Although because of the V user's self marketing taste too heavy, the overall style has its boring place, but if the operation can jump out of the KPI of the prison, efforts to promote the diversification of the value of micro-bo, this is the eternal inheritance.

9,
Just found Sina Weibo on a micro blog daily, do not agree. Fragmented information products should be focused on the feed stream and should not be distracted elsewhere. If users want dissatisfaction, you can recommend to him high-quality users, quality topics, but the 1.0 form of messy "content album" is out of the main line. If you follow the traditional form of editing, and there is no clear and strong concept of the subject, in fact, can not do what luck, as well as in the user and the topic of the recommendation of concentrated force.

10,
On the commercialization of micro-blogging, the various families have made some attempts to take part in the XX event with gifts and medals or something especially low-level, or 1.0 media cheat that set. In this respect also have to follow the Twitter to go, quick success to the ball must not, have a long customer education process.

Micro-blogging business promotion effect, in general, the use of "valuable promotional information and sincere user interaction" to achieve, brand advertising links, Garbage interactive activities of these traditional forms are thrown into the musty. Due to the brisk flow of information, browsing rhythm of the dense, user focus of the highly concentrated, forced browsing and inducement to participate in the promotion effect is far lower than other products. Can only be valuable to the user content, reasonably embedded in the normal browsing path, in order to impress the audience. But where is the valuable content? This requires micro-blogging more life, customers understand and cooperate with Weibo marketing characteristics, not overnight work. Anxious not to come, as patiently tamping the foundation.

When it comes to patience, you have to broaden your territory and have the patience to develop healthily. Is there any Weibo in China that can do it at the same time? Difficult。 Even if the number of users up, the global control power and Twitter is far from the gap. is not more stupid than others, but a profit-driven, lack of idealism, plus KPI harm. Is "idealism" a derogatory in China? and "Your whole family are literature youth" have a fight. So we don't have a great business, that's what we deserve.

Source: http://firecacada.blog.163.com/blog/static/7074376201111583916531/