The bottom line of the network pushing hands to create public opinion

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"Network push Hands" This noun is born with a series of network Reds linked together, such as Sister Furong, Angel sister, February girl, Rogue Yan ... With the popularity of these internet celebrities, as a behind-the-scenes operator, the term "Internet pusher" is gradually known.

Industry insiders say that China now has a network of at least tens of thousands of people. The famous network pushing hands Agen said: "Now is the network pushing hands of the spring and autumn Warring States era." ”

The story of "The Sparrow becomes the Phoenix"

Before August 2005, Yu Hongyan was just a simple qiang girl from Sichuan Aba Tibetan and Qiang Autonomous Prefecture. This August, netizens Lang brother drove to Sichuan ABA Li County Tourism, car box lack of water, he went to the road side of a peasant household borrow water, occasionally saw sitting in a daze on the road side of the Qiang girl Yu Hongyan.

After getting the consent, the man who liked to travel and photograph took a lot of pictures of her. The next night, he published the photos at Tom's website, the car forum. Through the Continuous forum post map, 3 months later, "Angel sister" red over the network.

"Angel sister" overnight "Sparrow to Phoenix", has a large number of fans. Enterprises also aimed at Pure lovely angel sister, Angel Sister became the spokesperson of Sony Ericsson Mobile phone-a huge billboard, Angel Sister smiles. It is said that more than a year later, "Angel sister" to achieve the contract economic income reached more than 2 million yuan.

Like the angel sister such Sparrow becomes Phoenix Network reds and hibiscus sister, February girl, Rogue Yan, very real combination ...

The "pushing hands" behind the Reds

People gradually found that "red" is not accidental fame, behind them is the internet pushing hands. Angel sister behind is pushing hands Lang brother, sister Furong behind the network pushing hands Chen. This May, a "blocked" Wanglaoji post after the network spread, let Wang old Kat sales rose. Behind it is also the internet pushing hands.

May 18, 2008 night, in a number of ministries and CCTV jointly organized by the Disaster Relief fund-raising party, Wang Lao Ji donated 100 million Yuan. Then, "Let the King of Old Kat from China's shelves disappear!" The post on the Forum: "Wanglaoji, you are ruthless!" donated 100 million! In order to rectify this arrogant enterprise, buys the supermarket the King old auspicious! The last can buy a can!

"Ban" Wanglaoji post issued three hours, Baidu posted on Wanglaoji post more than 140,000. The next day, more about Wanglaoji posts in QQ, MSN, mobile phone text messages as well as the major forums, portals appear. Careful netizens found that a lot of praise Gado (Wang Old Kat company name) and Wanglaoji the thread of the IP address are duplicated.

Agen such a definition of the network push hands: "The network pushing hands, also known as network Twitter, network planners, know how to promote the network and can apply the people." The objects of promotion include enterprises, products and people. Internet reds are inseparable from the Internet, they let the ordinary people in the real world with very fast speed red network. ”

I think the first page on the first page, to arouse the attention of netizens to arouse the attention of netizens. Brother Lang said. Brother Lang put some to "red" people or enterprise posts into the Internet original ecological things, due to good grasp of the user's preferences, with a very good "network sense", netizens unknowingly follow the hands of the hands to share, discuss, unconsciously by the network push hand "lead" the nose to go.

In order to promote Wuliangye, Lang Brothers launched the "China's most beautiful wine model", in order to promote Changfeng motor, Lang Brothers launched the "Most beautiful car cleaners in China."

Push hands Agen admits the network pushes hands is uses "non-traditional Way promotion Enterprise Brand". "This unconventional, there is speculation in the composition." "For a certain brand or product, the network push hands in the major forums continue to post, Pat, replies, saliva horizontal fly, horse fart constantly." Its purpose is only one, to create a vortex of public opinion, this incident, to attract people's attention to a brand.

"Wang Lao Ji Incident", more users began to network information on alert. But the push-hands are not worried about their alert minds. "Villains, outsmart. Falsehoods, fake is true. This is a strategy. "Agen said. Agen put forward, the network pushing hands of the "push" must be the background of events, such as the Use of God Seven heaven, Sanlu events, and so on. "We're just grabbing at the audience's point of interest. On the other hand, we will try to push some more positive information, it is really useful for everyone. ”

The drive of Interest

Network pushing hands on the Internet reds and enterprises to promote is not the place to be, but for the huge benefits behind. At first, the network hands did not see the business opportunities, but the customers to the door to the network to start the push of the workers as a promising industry, they have set up their own network marketing company.

"I didn't see any business opportunities in the first place," he said. Chen admits. Until the second half of 2006, door-to-door customers let Chen determined that this is a very promising industry. In the second half of 2006, a total of more than 10 companies looked for Chen, including printers, wine, furniture and other traditional enterprises. He quit his job as director of the Web site and began to specialize in online marketing. At the beginning of 2007, Chen set up his own company. "I'm not very sensitive in business, but I was in time to catch up with the bus and not miss it," he said. "Chen said.

Agen Company on average monthly a hundred thousand of Yuan list can receive 10 to 20, big list has 3.5 million yuan, small has 350,000 yuan, the monthly water in 30 to 500,000 yuan.

Chen even suggested that network marketing "will become the grave digger of the traditional PR industry". "This time may not take 10 years, eight years is almost." In another eight years, a traditional PR firm or a company like us, or die. Network PR will certainly replace the traditional PR in eight years. ”

A kind of media produces a civilized way

"A medium produces a civilized way. "Yang, deputy director of the Internet Word-of-mouth Research Institute of the University of Communication, cited McLuhan's words to explain the root cause of the rise of Internet hands. The network pushing hands is a yang research direction, he proposed, the network media interaction, the exchange, goes to the idol, goes to the center, has directly created the grassroots get-together, also has inspired the market sense of smell.

"Network of new Media generation, development, strong, provides a platform for the exercise, so that those who have high market sensitivity, and the traditional industry tired of the smart people, the first to find the market blue ocean." ”

Compared with traditional PR, network PR can better use network social media (forum, blog), call more network topic resources, form intuitive netizen participation interaction, more than traditional PR operation space, means richer, the effect is more easy to statistics. "Yang said.

But Zheng Suhui, director of the Institute of Business brand Strategy at the University of Communication of the university, has put forward the ethical issues of internet pushing hands. "Where the bottom line is, it's still a problem." "Zheng Suhui said.

Zheng Suhui that the lessons of the United States are worthy of our reference. In the United States, Wal-Mart's behind-the-scenes blog has caused widespread bad reviews. The blogger operated by Wal-Mart's PR firm, a photographer for the Washington Post and another amateur journalist, used a home video camera to record the experience of roaming across the United States. But when the authors spoke on a blog about the many touching stories at Wal-Mart's stores, they did not mention that they had been sponsored by Wal-Mart.

When the story behind the blog was exposed, Richard Edman, chief executive, had to apologize. "We're not perfect," he said on his blog, "The mistakes we make on Wal-Mart blogs are not the mistakes of the new media, but the PR mistakes." Therefore, Zheng Suhui that network marketing in order to develop healthily, we must strengthen self-discipline.

Tianya well-known moderator knife broken rain also said, "Network marketing although these two years of rapid development, but really this piece to have research, planning, organized, have a program and other professional direction to do is not much." More is based on the Netizen's a kind of deceptive popular use, this is a kind of quick-profit unhealthy behavior. ”

"Now it is necessary to set up trade associations to standardize, define industry rules and improve the quality of employees." "Yang said. At present, Yang is located in the Chinese University of China Network Word-of-mouth Center, is doing this aspect of foreign methods research and domestic initiative work. Internet pushing hands are also actively doing this effort. Agen said that he is now pushing two things, "one is the network pushing Hands association, one is the network pushing hands training." The former is because we want to have an industry-disciplined organization that allows the industry to enter a virtuous circle. The latter is because we want the web-pusher to be professional. ”