Weibo marketing: Three techniques to improve the spread of microblogging content

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I. Editorial skills

1. Basic format

⑴ map: Micro Bo As far as possible is the text + map, there are pictures of micro-bo more can attract netizens. (Special content can not match the map, such as news, political nature of the press may not be worthy of the map). If the author must indicate, if the editor from the network collection of pictures, also need to indicate that the network map or pictures for reference only. Pictures need to choose a wonderful, clear, informative, news scene, such as the impact of the picture; no blood, no violence, no erotic images of religious and political problems. (with a political figure, use caution)

2. Language style:

Style should be lively, network characteristics, pay attention to the use of the latest hottest network vocabulary, the livelihood of the social category of information title and copy to do some processing, highlighting the colloquial and guide netizens to participate in the discussion. Avoid all the Mandarin.

3, the integration of micro-blog features:

In the narrative of the intention to reflect the interaction, as far as possible to integrate @, # #标签, expression, voting and other interactive tools.

4, forwarding and original skills:

⑴ Original: The original content of the integration of users, the picture should be as far as possible is a mosaic of images, copy of the content of the user to edit and refine, can not directly copy, and mention the original author. At the same time with a number of recommendations for the event, account, etc.

⑵ Forwarding: Forwarding reason can not be null, can be extracted from the original content to allow users to discuss the topic, active search content involved in the brand, institutions, such as the corresponding micro-blog, the following figure for users of Hebei University website shot a screenshot of a content, account follow-up @ The school account clarification, after this content was proved false, delete false message.

5, column, the topic of

The content of the account release can be classified and sorted, do column design, topic setting.

(Take Fujian station official Bo Set column for example, each official micro-blog should design their own regular topic microblogging, * * for each station name)

#今日头条 # focus on international and domestic current affairs 1-2 (source Sina)

#** News # 4-5 News of the day (source channel headlines and news channel account interaction)

#** News scene # All over the news (with news and events around the account)

#人物传奇 # Local History celebrities or local anecdotes

#** Weather Daily weather forecast (interactive with living and news accounts)

#** Beauty # Meet the needs of the network friendly beauty (source: Local photography blog, Micro blog Contributions)

#** with the City Mutual Assistance # This column is mainly for the forwarding of netizens help microblogging settings

#微博 * * * with the city to promote the same city micro-blog line activities

#** Information # Life information (traffic information, price fluctuations, latest movies, shopping malls discounts, lottery activities, etc.)

#** Food # Daily recommended local food (partial culture Source: Blog channel and food Channel account interaction)

#** Weibo fresh people recommend users, with the city's talent, customer certification microblogging

#警方动态 # This column is designed to interact with the public security microblogging only, more is to forward

#走遍 **# Local Customs introduction (Source: Tourism channel and Travel Channel account interaction)

Ii. Interactive Approach

Interaction is to increase the user bonding degree, the establishment of user groups, through the user's recognition to build brands, expand influence.

1. Regular interaction

⑴ interact with @, comment, letters (must be open to all users), # #标签, initiate activities, micro-group, vote, etc.

⑵ for hot events, topic stars, hot tags, and so on, must use as many interactive ways. At the same time, in the above way, in the day-to-day maintenance with fans, Bo friends, institutions, celebrities to maintain interaction.

⑶ uses UGC (original content) to drive content production, and is adept at finding valuable information from user-provided content.

2, online under the interaction

⑴ Online Interaction: Regular interaction with netizens. Such as: The award-forwarding review activities, the topic of micro-blog interaction

⑵ offline Interaction: Initiating thematic offline activities to obtain user data to establish a database. Industry theme microblogging, to establish a clear theme user database. Offline activities also need to cooperate with the initiation of online interaction, such as site users published with the specified keyword, @ designated account of the micro-blog content, online content integration, so as to motivate netizens to increase UGC.

3. Weibo Alliance

Be good at finding micro-blogs that are close to their subject, forming alliances, interacting regularly, and creating influence superposition effect. Lock down institutional and celebrity users close to their topic. The data index quantification is included in the month examination.

Affiliate Account:

News account of the Micro-Blog Alliance includes: news media Gumbo, journalists, media people, pop talent, etc.

The main account of the Micro-Blog Alliance includes: local police Gumbo, government Weibo, etc.

Gourmet account Weibo Alliance includes: Shop Gumbo, gourmet talent, gourmet celebrity (critic, chef, writer, etc.)

Linkage mode:

1, with the Alliance account cooperation: forward their micro-blog content, to provide micro-blog content for each other to use, the use of its micro-blog content landing, the collection of user feedback for each other analysis.

2, Incentive Alliance Account: Regular award-winning activities, selection, etc.

3. Daily communication: Collect each other's opinions and ideas

4, talent

Through the online activities, and constantly cultivate and expand their own most loyal user team, that is, Tatsu people.

Through QQ Group, micro-blog, micro-group, forum, activities and all possible ways to maintain good relations with the people, in the right time, the talent to convert to value (users, traffic, business, etc.). The data index quantification is included in the month examination.

5, micro-group

Subject content suitable for the establishment of micro-group microblogging, the need to build micro-groups, to consolidate fans and users, micro-group as the important interaction of micro-blog, the resulting quantitative indicators will be directly with the monthly talent, alliances and other indicators bundled.

6, processing by @, letters, comments

⑴ the information of the @ to be carefully screened for each piece, information class, sudden event category can not be confirmed true or false, can be used to query the sentence type of content forwarding, prohibited the forwarding of illegal information, public service microblogging appropriate choice forwarding, users help category directly tagged #** (city name) with the city of Mutual aid # Forwarding.

⑵ in principle recommended letters, advertising category, harassment class letters can ignore.

⑶ in principle do not have to reply to every comment, send online, offline activity class microblogging, to have questions of netizens, can give appropriate explanation.

Third, the selection criteria

General standard: Fresh, close, interesting, shocking

Freshness: fast, timely, rarely heard information.

Close: All of a sudden can attract users, no thunder empathy, from the region to the content of services, unlimited close to the target users.

Funny: Have a sense of humor, have fun. have interactive consciousness.

Shock: Emotional richness, there are excellent subject matter, to be shocking.

Relevance: The content of news and many users of the life and work have an important relationship, that is, close to sex.

Regional: Locals are certainly more concerned about things around them

Timeliness: The more recent news content, the higher the value. Especially the sudden incident, timely reporting is more important.

Unexpected: Content makes people feel unexpected news is good news, that is, psychological freshness.

Story: Stories of the news is good news, with ductility, there is depth, there are tales, the formation of micro-blog and the exchange of times network.

Interactivity: the participation of netizens. The information dissemination of the news can let the netizen participate in, make the comment to interact.

Fun: People like interesting information. Interest is sometimes entertaining, sometimes gossip, and sometimes a sense of humour.

Authenticity: News must ensure its authenticity, can not judge the authenticity of the news can not be published, false news can not be released.

Scarcity: The more scarce the content the news provides, the more valuable it is. Exclusivity is a kind of scarcity, commodity, that's the truth. On the basis of information on the creation of two degrees, but also has a certain scarcity.

Practicality: Usefulness refers to the information provided to users of daily life has a very good reference value and guiding significance. Weather forecast, travel reference, train airplane timetable inquiry and so on content, is one kind of rigid information demand.

Can share: Sharing information, mainly refers to the type of information provided by users to other users of personal experience, skills, such as the practice of cooking, travel strategy, taste experience, personal health experiences. Sharing can sometimes be a happy one.

Original: http://horusming.blog.163.com/blog/static/81802637201273123511681/