The revelation of micro-blog marketing of "artificial Korean Han Han incident"

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Before the Spring Festival has been concerned about this event, more attention to the cause of its "good faith", "independent thinking to avoid blind worship," the promotion of value. As a micro-blog marketing practitioners, in fact, you can also see some of the marketing of micro-blog ads. For example, through this kind of event, can be typical embodiment of the voice of micro-blog is full of noise and disorder, full of fault and misleading, and this will give the voice of a brand to bring a lot of trouble.

Take a personal perspective and review the events briefly:

1, it celebrity wheat field published an article entitled "The Artificial Han Cold a" citizens "farce," the query, statistics 9 Han cold articles, are in the car during the writing, think in the highly tense tournament period can not have time to write these articles so infer that someone ghost;

2, this article caused the thousand layers of waves, under the anger of the Han cold hemorrhagic back a "little broken article", and played a "20 million reward to find the Ghost" banner;

3, the Ark son of Han cold not cold, but do not like Han cold face the doubt when not to conduct a reasoned retort instead of Ober and gambling money and gambling daughter, a succession of micro Bo ridicule, issued "side of a huge reward, while destroying evidence, more people feel the reward is not sincerity" and other remarks;

4, Han published "a normal article," retorted, and used a lot of personal offensive language, such as taking the Ark "Bald" said;

5, the wheat field to see "Baoji ye" article, proved that during the car because of various reasons have time to write articles, self-evidence is not established and issued an apology letter to Han Han Ren are Li Qishi and other people apology letter;

6, on the one hand, the insulting language of Han Fang stimulated the Ark son, on the one hand, the Ark found many of the clues to the Ghost, published "a normal article Han" ". Since then took the wheat field question Han Han's banner, began a series of ghost questioning argument.

7, the two sides you come to me, a series of published 10 Lais articles, mainly around the Han's famous "Doctor", "bookstore", "Triple door" is Han himself wrote. For example, "Doctor", fang argument, the article is not mentioned in the story of Han's 90 Shanghai hospital scene, but the 70 's hospital scene, it is inferred that the Cultural Revolution experienced people ghost.

8, finally Han cold through the court to sue Ark son violated reputation, and left a "February 3" statement left the war.

9, Ark Son does not pay attention to the prosecution, continue to file the argument and questioning.

If you observe the controversy continuously, you will find two features:

1, the micro-blog is unavoidable out of context, the parties unavoidable repeated explanation

Look at the following example:

Weibo's name @ Library of the world's netizens suspected that Han's famous "Cup of Peep" is written in advance, and then brought to the examination room. Ark Son in view of many sentences incoherent, think is in advance recite the article, the scene dictation. See Figure I.

Ark in another paragraph of micro-blog also mentioned "No one can know in advance," so the Netizen @ if it is the wind is very puzzled, yesterday also said that the dictation is definitely someone in advance to know the exam questions, how now said no one beforehand know the exam? See Figure Ii.

In fact, this problem depends on the full event to understand. In accordance with the normal process of the semi-finals, the issue is the same day the judges discussed, so no one in advance to know the topic. But Han is in the normal process after the special case to enjoy a person's separate retest, and the topic is Li Qishi a person to Han cold out, so there is a problem in advance and the possibility of dictation. Therefore, Fang said Han Cold retest refers to the Han cold special case to participate in a single second interview may be back good after dictation, said no one in advance to know the exam refers to the normal retest when no one knows the exam.

Because the microblog has 140 words limit, many times can only simplify the transmission information, inevitably has the expression incomplete time. Plus the Netizen has two very big characteristics: one is lazy, unwilling to spend the physical active combination of context to accurately grasp the semantics of the author, but a partial eclipse, in line with their own preset point of view content will not be brain spread without regard to the true or not of the content. Therefore, micro-borrie often appear out of context, Laozhao half words on the poor batch of fierce fighting phenomenon.

2, micro-Bo see the latest trend of the parties, blog to see the complete exposition

Take an example of the micro-blog at the moment of the Ark (Weibo, February 5) content is very rich: a moment in said Qian Zhongshu's hand writing, a moment in said two false micro Bo of the latest treatment, a moment in the satire Han Hanlian Marx and Engels have seen, while in the talk of Chengdu, the report revealed the process of Han's prosecution ... Each micro Bo is very "light", it is not difficult to understand, but the relevance is not strong, and can not understand exactly what the core of the argument to question the ghost of Han. Finally, through his more than 10 blog, complete the reasoning of the ins and outs.

What are the implications of these two features for Weibo marketing?

The transmission of voice on Weibo is full of noise and disorder, full of broken and misleading. When it comes to passing a brand, it will cause a lot of trouble to the unity of the brand image, because every sound of the brand may be spread by the tear of the person arbitrarily, add own tendentious viewpoint arbitrarily. Sometimes, do not blame the user's ability to identify enough not to accurately understand the voice of the brand, and can only blame lingering in the user's ear too much noise, so that it can not be true or false. Although it is impossible to change the status quo, there are many ways to reduce the problem. For example, using a good blog, in the noisy micro-blog to convey the depth and loudness of the voice is a good way! Who said that blog marketing is outdated? Only in the microblogging era, blog for a different usage. (It teahouse community/li June)